SHANGHAI, November 6, 2018 – Lenzing AG, the international group headquartered in Austria, introduced its brand Veocel, which specializes in new non-woven fabric, to China with the Chinese name created by Labbrand.
Lenzing produces wood-based viscose fibers, modal fibers, lyocell fibers and filament yarn, which are used in the textile as well as the nonwovens industry, including clothing, home textiles and technical textiles. Lenzing is also active in mechanical and plant engineering.
Labbrand, the leading China-originated global brand consultancy, worked closely with Lenzing to create the Chinese name 维绎丝 [wéi yì sī] for Veocel.
Veocel branded fibers are from botanic origin. By using renewable raw material wood, they are certified as compostable and biodegradable and thus can be fully reverted back to nature. The final Chinese name维绎丝 [wéi yì sī] is chosen, with the meaning of “maintaining and revealing the delicacy of the fabric”, which reflects the comfortable, pure and gentle texture that characterizes Veocel.
“We are impressed by Lenzing’s awareness of environmental issues and their determination to integrate their products, including Veocel, into nature´s cycle. Hence, our Chinese name creation focuses on this critical issue.” said Cherry Lv, Senior Naming Consultant at Labbrand.
With the first two characters of the name 维 [wéi] and 绎 [yì] conveying “maintain” and “unravel”, the third character 丝 [sī] directly refers to silk.
“It is a beautiful name which reflects the gentle and evocative feelings of the brand. We are glad to see this name helping to make Veocel stand out in the market with its unique characters and distinctive concept.” Cherry Lv added.
Labbrand is the leading China-originated global brand consultancy with regional operations in APAC (Shanghai, Singapore), Europe (Paris), and North America (New York, Vancouver). We drive forward the positive power of branding. Leading brands on impactful journeys, we create meaningful brand experiences by bringing together excellence in research, strategy, design and verbal identity.
Lenzing AG is an Austria-based company active in the chemical industry. The company manufactures cellulose fibers and offers special plastic polymer products. The company operates through four business segments: the Fibers segment is responsible for manufacturing and marketing man-made cellulose fibers, and includes the business units Textile Fibers, Nonwoven Fibers, Pulp and Energy; the Plastics Products segment produces specialty products from plastic polymers, and includes the business units Plastics and Filaments; the Engineering segment operates in the field of mechanical and plant engineering, and provides engineering services, and the Other segment.
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