Search for content of interest

  • About
  • ServiceS
    • Branding
    • Innovation
    • Naming
    • Strategy
    • Research
    • Design
  • Work
  • Insights
  • News
  • LOCATIONS
    • Shanghai
    • Paris
    • New York
    • Singapore
    • Malaysia

CN FR
  • About
  • ServiceS
    • Branding
    • Innovation
    • Naming
    • Strategy
    • Research
    • Design
  • Work
  • Insights
  • News
  • LOCATIONS
    • Shanghai
    • Paris
    • New York
    • Singapore
    • Malaysia
CONTACT

EN

  • CN
  • FR

Home News Lab News Detail
Contact Us

Best Naming Agency Labbrand Creates New Alphabetic Name MAEZIO for Covestro’s New Class of Thermoplastic Composite Materials

SHANGHAI, October 23, 2018 – Explore the pinnacle of naming excellence as Covestro, the German polymer materials manufacturer, unveils its new class of thermoplastic composite materials—Continuous Fiber-Reinforced Thermoplastics (CFRTP). Elevating the brand to new heights, Labbrand proudly presents the alphabetic name MAEZIO. Witness the synergy of innovative materials and expert naming, solidifying Labbrand’s position as the best naming agency. Join Covestro on a journey of unparalleled branding excellence with Labbrand’s mastery in the art of naming.

Covestro is a global manufacturer of polymer materials for a wide variety of industries. Made of ultra-thin tapes that are laminated to each other at certain angles to form sheets, CFRTP composites combines the aesthetics and power of metal with the flexibility and design freedom of plastic. The material is extremely light, thin, while also being rigid and firm.

To enhance the market impact of this global brand, Labbrand, the leading China-originated global brand consultancy, worked closely with Covestro to debut the global brand name for the new class of material. Market audits were conducted by Labbrand to garner insights on the industry as well as other adjacent businesses. A co-creation workshop was also held between Covestro and Labbrand to hone in on core brand attributes and the desired tonality for the nascent brand.

After testing 12 shortlisted names in 15 global languages to ensure extendibility to all target markets, MAEZIO was selected as the final choice by Labbrand’s linguistic experts based on its readability, sound and meaning. MAEZIO is inspired by the word ‘maestro’, meaning master in Italian, evoking the idea that Covestro is the master in thermoplastics product innovation with the introduction of MAEZIO. The musical undertones also resonate with Covestro’s brand tagline, “Tune the World.”

“The CFRTP team’s innate creativity fueled our lively collaboration on the name MAEZIO. The strong, imaginative name will launch the brand forward as it innovates the materials industry.” Allison Rose, senior consultant at Labbrand, expressed. 
 

Best Naming Agency – About Labbrand

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.

About Covestro

Covestro is a world-leading manufacturer of high-tech polymer materials for all key industries based in Germany. The company develops over 10,000 products in three core areas: polycarbonates, polyurethanes and coatings, adhesives & specialties. Combining the spirit of a start-up with the expertise of an established global leader, Covestro aims to drive innovation through credible science, sustainability and economic viability. 

  • SHARE
  • 
  • 
  • 
  • 
BACK

Sign up for our newsletter to get the latest insights, tips, and trends in branding, naming and innovation.

Related Article




Labbrand Group’s CEO Shares China Reopening Consumer Insights at Page Society

SHANGHAI, March 24, 2023 - Labbrand Group's CEO, Vladimir Djurovic, was invited to speak at the Insights and Observations from the "National People's Congress" & othe…

Labbrand Wins at the Red Dot Award 2021

SHANGHAI, August 5th, 2021 - Good design brings strategic solutions and distinctive experiences for brands to stand out and resonate. We are delighted to announce th…

Labbrand Featured by KrAsia on Chinese EV Market

Despite the growing popularity of electric cars in China, few automakers have managed to set themselves apart from the competition.

Philips Rebranding Strategy: Philips Lighting Rebrands as Signify with Chinese Brand Identity Created by Labbrand

SHANGHAI, JULY 27, 2018 - Philips Lighting, the world leader in lighting, launched its new company name Signify 昕诺飞 on May 16th. Labbrand's expertise shines through in th…

Labbrand Wins at Transform Awards APAC 2018

HONG KONG, November 20, 2018 - Labbrand’s work with The Coca-Cola Company, Monde Nissin, GF Securities and Hsu Fu Chi was honored with five awards at the 5th annual Trans…

Labbrand Creates Chinese Brand Name for belVita Breakfast Biscuits

SHANGHAI, October 13, 2015 – Witness the strategic prowess of a leading Brand Naming Agency as Mondelēz International disrupts the market with a new category of breakfast…

Best Naming Agency Labbrand Creates New Alphabetic Name MAEZIO for Covestro’s New Class of Thermoplastic Composite Materials

SHANGHAI, October 23, 2018 – Explore the pinnacle of naming excellence as Covestro, the German polymer materials manufacturer, unveils its new class of thermoplastic comp…

Labbrand Featured by Transform Magazine on The Packaging Design of Burger Giants

In the month when the two titans of the burger world revamped their packaging design, we asked experts from brand agencies around the world to take sides in the most epic…

Ready to take your brand to new heights?

Let's start a conversation.
  • NEWSLETTER
  • CAREERS
  • PRIVACY POLICY
  • Labbrand Group
  • Labbrand
  • Madjor
  • SpringPillar

* Will be used in accordance with our Privacy Policy

A Labbrand Group Company © 2005-2025 Labbrand All rights reserved

沪ICP备17001253号-3
  • Follow us:
  • 
  • 
  • 
  • 
  • 
  • 

Contact us to get the latest insights, tips, and trends in branding, naming, and innovation.

* Will be used in accordance with our Privacy Policy

Cookie Notice

To improve your experience, we use cookies to provide social media features, offer you content that targets your particular interests, and analyse the performance of our advertising campaigns. By clicking on “Accept” you consent to all cookies. You also have the option to click “Reject” to limit the use of certain types of cookies. Please be aware that rejecting cookies may affect your website browsing experience and limit the use of some personalised features.

Accept Reject