Cream Brand in China – Background 

SINODIS, a subsidiary company of the French Group SAVENCIA, collaborated with SYNLAIT from New Zealand to create and launch a co-owned cream brand in China that specifically targets the B2B cream market. To ensure a successful launch in the competitive Chinese market, SINODIS sought the expertise of Labbrand, a leading branding solutions provider in the cream industry in China. With their extensive knowledge and experience in the dairy sector, Labbrand undertook a comprehensive approach to develop the brand from scratch. This encompassed formulating a robust brand strategy, creating a bilingual name, and designing attractive packaging. By leveraging Labbrand’s expertise, the cream brand in China was able to establish a strong foothold in the market and navigate the dynamic landscape with confidence.

Cream Brand in China – Challenge 

Fierce competition and growth opportunities driven by the growing popularity of gourmet desserts and the increasing demand for high-quality ingredients in food products are constantly pushing the UHT whipping cream industry and product innovation forward. As international brands and local dairy giants are taking the lead in building brand awareness, it’s essential to confront the challenges and solidify our position as a vibrant brand that constantly transform the market with innovation and genuine experiences.  

Solution 

Brand Concept and Strategy 

Systematic development of brand positioning that is in alignment with envisioned business strategy makes a critical difference for an impactful brand building. Leveraging our genuine intention to build a brand that exceeds expectations and truly differentiate from competitors, we approached with extensive desktop research and industry audit, immersed ourselves into interviews with key stakeholders. As a result, we successfully navigated market uncertainties with actionable strategies that guide for a sustainable and effective growth. 

Bilingual Naming 

Guided by the brand concept, we created the bilingual name as 新悦纯牧 Joyhana, which depicts a story about bringing the joy and purity of New Zealand dairy products to Chinese consumers, while further amplifying the emotional connections with the idyllic pasture scenery of the origin as well as the functional benefits that resonate with consumers. 

Packaging Design 

Drawing inspiration from the belief that truly delicious whipping cream comes from joyful source, we dedicated to creating a joyful experience for consumers by taking nutrition back to nature. Leveraging our integrated design strategy, the creation evolved and elevated from scratch to an authentic universe that is truly distinctive and ownable to the brand. 

Result 

The comprehensive branding journey exemplifies our clear vision to build a sustainable brand for Sinodis and Synlait that can navigate effectively for success in the ever-changing market. As it embarks on a new phase of growth, we are compelled to believe this strategic collaboration laid the foundation for future advancement and set the standard for unleashing the full potential of the brand.