SHANGHAI, 5 SEPTEMBER 2016 – Weber-Stephen Products, world’s leading manufacturer of premium grilling appliances and accessories, officially launched its brand in China in April 2016, with the Chinese identity 威焙 [wēi bèi] created by Labbrand. To pave the way for Weber’s entrance in China, Labbrand conducted a comprehensive brand development project including consumer research, brand positioning and messaging development, Chinese brand naming and signature lock-up creation.

Weber-Stephen Products (Weber) is the world’s premier manufacturer of charcoal, gas, electrics grills, and grilling accessories. In the year of 1952, the founder of Weber invented a new concept of “covered cooking”, which gave birth to the revolutionary American Grilling. Weber has been devoted to providing a unique grilling experience to every single consumer for over 60 years. It has now achieved great success while establishing a leading market position in almost every market it serves. 

Labbrand, the leading China-originated global brand consultancy, worked closely with Weber to help it localize in China. Based on the consumer insights that provided Weber with a comprehensive view of the barbecue culture in China, Labbrand created a unique brand positioning, a differentiating brand messaging guide as well as verbal and visual identities tailored for the China market. Promising to provide not only quality food but also an inspiring social experience that bring together communities, Weber creates a relaxed and premium lifestyle for users to feel confident when grilling and shine in front of their guests.

The Chinese brand name 威焙 [wēi bèi] shares a close phonetic link with the original brand name “Weber”. With 威 [wēi] meaning “power” and 焙 [bèi] standing for “bake”, the name conveys a sense of great power and success while building a connection with the brand category. 威焙 [wēi bèi], among other name candidates, was rigorously tested through Linguistic Check in mandarin and 5 Chinese dialects, as well as Smart Legal Check to ensure the trademark availability.

Meanwhile, Labbrand helped to develop the Chinese signature lock-up for Weber. The signature presents both English and Chinese with an equal balance. With a consistent brand visual identity system, the lock-up helps to not only build consistent brand recognition, but also to strengthen the brand’s heritage.

“It’s been a delight working with the Weber brand team. The project was ambitious as it aimed to position Weber as the first leader of the BBQ cuisine and experience in China. Weber is now starting the business and we look forward to continue to assist the team to further build the brand in China”, remarked Anabelle Hourriez, Executive Director at Labbrand.

Labbrand’s comprehensive approach was highly appreciated by the client. “Entering China market is a strategic move for us and we are very happy with the branding agency we chose. Together with Labbrand, we are confident in building a solid brand foundation for Weber to connect with Chinese consumers!” said Brian Hendricks, Regional VP Asia Pacific at Weber

Mr. Hendricks also expressed great confidence in the China market. “We want to change the traditional barbecue concept in Chinese consumers’ minds with our ‘covered cooking’ concept, providing a fantastic barbecue experience and taste with simple methods,” he said.
 

About Labbrand

As the leading China-originated global brand consultancy, we help brands create, grow, and innovate to be strong and resilient in dynamic markets. We are multi-cultural in approach and cross-disciplinary in research, strategy, naming and design. Together this gives us the foresight and ability to build brand equity.
 

About Weber

Weber-Stephen Products LLC, headquartered in Palatine, It is the world’s premier manufacturer of charcoal, gas and electric grills, grilling accessories and award-winning cookbooks and mobile applications. In 1952, founder George Stephen sparked a backyard revolution with his invention of the Weber® kettle. More than 60 years later, the privately-held company’s products are sold worldwide at select national home centers, specialty hardware stores, patio stores and other retail outlets.