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The Great Power of Grilling

Labbrand dived deep into the local BBQ culture, to help bring the American grilling legend into homes in China.

Much More Than A Grill

A leading global manufacturer of charcoal, gas, electrics grills, and grilling accessories, Weber pioneered a new concept of “covered cooking” in 1952, revolutionizing the world of barbecuing. For Weber, a grill is much more than a grill – it is a focal point for unforgettable experience. This has brought great success to Weber, enabling it to establish a leading market position in almost every market it serves.

In order to further expand in the global market, Weber was seeking the opportunity in the China and Hong Kong markets that have a different barbecue culture. Our goal was to help Weber gain better understanding of the market trends, the BBQ culture and consumer perceptions and needs. Meanwhile, we need to develop a unique brand positioning, a differentiating brand messaging guide as well as verbal and visual identities tailored for the China market.

Your Own Outdoor BBQ Party

We conducted a comprehensive market research on both consumers and competitors. Through internal and external in-depth interviews, we found that in China, BBQ delivers better life enjoyment and control, but outdoor BBQ carries a nostalgic sentiment which is different from the West.

Based on the consumer insights and benchmark analysis, we identified 3 potential target segments and their needs for grill. 

Light and Shine

After gaining a deep understanding of the BBQ culture in China, a unique brand positioning was developed by Labbrand for Weber. While targeting primarily on the modern elites, Weber can bring not only authentic grill experience for Chinese consumers, but also an inspiring social experience, with its key brand value being consumer-centric, pioneering and inspiring. 

Entering China market is a strategic move for us and we are very happy with the branding agency we chose. Together with Labbrand, we are confident in building a solid brand foundation for Weber to connect with Chinese consumers! 

Brian Hendricks
Regional VP Asia Pacific at Weber

We then developed a structured messaging matrix that will guide Weber’s effective communication towards its different target audiences in a strategic and concise way.

The Great Power of Grilling

With refined brand strategy, we also created the Chinese brand name for Weber – 威焙 [wēi bèi], which shares a close phonetic links with the original English brand name. The name brings a sense of great power and success with威 [wēi] meaning “power”, emphasizing the premium and leading position of the brand. It is also closely directly linked to the brand category with character 焙 [bèi] indicating baking.

Meanwhile, Weber’s Chinese signature lock-up was developed with the help of Labbrand. With a consistent brand visual identity system including brand signature and visual language, the localized brand identity of Weber helps to not only build a distinctive brand image, but also to strengthen the brand’s heritage.

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