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

Labbrand Creates Chinese Brand Name For Grenade

Sports Nutrition brand Grenade® aims to inspire people to get more out of life, whatever their fitness goals. Grenade® is all about choice and, with an award-winning, innovative product offering, including the best-selling Carb Killa® bars, there’s a supplement or snack to suit every need. Available in over 100 countries and across a number of retailers, gyms and health clubs, Grenade®’s following has grown rapidly since the launch in 2009 and the brand now caters to everyone from professional athletes and fitness enthusiasts to the everyday consumer.

Grenade

Grenade was called 手雷 [shǒu léi] when it first entered China market. It was a faithful literal translation, but with multiple issues. Among which, the strong violent association and less premium feeling in Chinese consumers’ mind were most undesired. Hence, Grenade commissioned LABBRAND to create a new Chinese name that’s more culturally relevant and accepted. 

The final Chinese brand name 燃拓 [rán tuò] was selected after a rigorous creation process. 燃 [rán] represents the iconic personality of Grenade that is self-motivated, passionate and explosive but in a more positive connotation. 拓 [tuò] reinforces the spirit of life explorers and athletes. The name is short and vivid in delivering the energetic feeling and unique personality that highlights the attitude of always moving forward and exploring more possibilities.


About LABBRAND

LABBRAND, a LABBRAND Group company, is a leading global brand consultancy founded in China in 2005 with offices in Singapore, New York, Vancouver and Paris.

As your Guiding Partner for Brand Innovations, we offer comprehensive consultancy on Naming, Branding and Innovations to create and develop impactful brands. 

Through seamless coordination of our expertise in Insights, Strategy, Naming and Design, we translate brand ideas into impactful identities and experiences that strengthen your brand equity.

About Grenade

Founded in 2010 by Alan and Juliet Barratt, Grenade®’s mission was simple: to create an iconic weight-loss product and become THE brand within Sports Nutrition. Grenade®’s first product was so effective, a friend described it as explosive, “like a grenade”. This product became Thermo Detonator® and the brand name, Grenade®, was born. Today, Grenade® is available in over 80 countries, with a multi award-winning product range, including our best-selling Carb Killa® protein bars and cutting-edge sports nutrition, we have you covered.

  • Grenade is a brand with exceptional taste and attitude. They don’t do normal, they pull out all the stops and push the boundaries, they get you covered whether you’re tackling the highest mountains or battling the lowest of lows. This spirit impressed us most and we believe that the Chinese name 燃拓 [rán tuò] fully brings out the emotional aspiration to the wider audience in China market. Moreover, it helps to create a one-of-a-kind impression in the sports nutrition industry.

    Alva Lv

    Manager, Brand Verbal Strategy

  • We are proud of our brand name Grenade as it immediately evokes explosive effects. However, we also learnt that the literal translation would have strong military associations among Chinese audience, hence we hope to find a new name that can mitigate this and really cater to everyone from professional athletes and fitness enthusiasts to the everyday consumer. We are glad that through a professional and comprehensive naming process, LABBRAND successfully provided us with an ideal solution. 

    Yating Xia

    Country Manager at Grenade China

  • SHARE
  • 
  • 
  • 
  • 
BACK

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

Related Article




Hsu Fu Chi Launches New Retail Store with Brand Strategy and Identity Developed by Labbrand

SHANGHAI, May 8, 2018 – This January, Hsu Fu Chi launched its new retail store concept in Dongguan, China. Labbrand helped to develop the brand strategy and Chinese brand…

Labbrand CEO Vladimir Djurovic Interviewed by Forbes on Business Transformation

Labbrand CEO Vladimir Djurovic was interviewed by Forbes magazine in France on Labbrand's role as the brand creation expert at the service of business transformation.  Re…

LAB TALK Event Series Are Now Open for Registration

In this fast-changing world, a company must transform from within to break through the barriers holding back growth.​ On the theme of “breakthrough”, Labbrand G…

Labbrand Featured by Market Research News on International Brands Must Deeply Adapt Their Interpretation Within the Chinese Cultural Context

Labbrand's founder, Vladimir Djurovic, and Associate Director of Market Research, Irene Chen, were interviewed by Market Research News magazine. They shared examples of b…

Labbrand Creates Chinese Name 维绎丝 [wéi yì sī] for Lenzing’s Fabric Brand Veocel

SHANGHAI, November 6, 2018 – Lenzing AG, the international group headquartered in Austria, introduced its brand Veocel, which specializes in new non-woven fabric, to Chin…

Labbrand Creates Alphabetical and Chinese Names PHIDEON 辉昂 for Volkswagen’s New Flagship Sedan

SHANGHAI, April 26, 2016 – Global leader Volkswagen unveiled a new sedan named PHIDEON at the 2016 Beijing Auto Show this month. PHIDEON is positioned as the new C segmen…

Labbrand Presents at GlobalPETS Forum Asia 2016 to Inspire Brand Innovation in the Pet Industry

SHANGHAI, November 15, 2016 – Labbrand was invited to speak at the GlobalPETS Forum Asia 2016 held in Guangzhou, China on November 9th. Labbrand CEO Vladimir Djurovic and…

Labbrand Hosts Event on Applications of Virtual Reality

SHANGHAI, 3 MAY 2016 – Labbrand hosted a LABSquare breakfast seminar themed Beyond the Virtual Hype: Making Virtual Reality Work for Brand Innovation on April 29th 2016 a…

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