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 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.
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.
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.
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.
Country Manager at Grenade China
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