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

Nestlé Launches Chinese Name for NesQino Created by Labbrand

Good food, Good life—that’s what Nestlé stands for. As the world’s largest food and beverage company, Nestlé is consistently driven by a simple purpose: enhancing the quality of life and contributing to a healthier future.

Having seen the fast-growing need for healthy and nutritional meals among Chinese consumers, Nestlé recently launched its new nutritional product NesQino on China’s dominant e-commerce platform Tmall.

NesQino is a smart and simple solution that enables people to personalize healthy superfood drinks and it is made from 100% natural ingredients. First launched in China, NesQino comprises a silent, digitally connected Q-cup machine, superfood sachets, and three different base sachets: smoothie, oat shake and milk shake. With NesQino, consumers can make 21 different superfood drink recipes designed by creative nutritionists using different types of ingredients known to be healthy.

The smart and personalized nutrition solution NesQino (source: Tmall)

To better convey the brand proposition of “creating personalized wellness that fits your life” to the Chinese audience, Labbrand created the Chinese name 诺萃怡刻 [nuò cuì yí kè] for NesQino, while still echoing with the connotations of the English name: healthy, joyful, and tasty nutrition.

诺 [nuò] means “promise” in Chinese and holds a phonetic link with “Nes”, while 萃 [cuì] refers to “extracting the good components” that exactly implies the product feature. By sharing an identical sound with 一刻 [yí kè] (a short period of time), the word 怡刻 [yí kè] (joyful moments) signifies a delightful and relaxing experience of NesQino brought by the product’s fresh taste and ease-of-use.

NesQino’s Chinese name 诺萃怡刻 [nuò cuì yí kè] (source: Tmall)

The new Chinese name 诺萃怡刻 [nuò cuì yí kè] achieves a perfect balance between phonetic and good meaning—it promises you joyful moments with natural, healthy, tasty premium drinks that fit your personal needs—a “Caring Creator” that takes care of your daily life. 

NesQino creates innovative, joyful and personalized nutrition to fit consumers’ life (source: Nestlé)

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 Nestlé

Nestlé is the world’s largest food and beverage company. It has more than 2000 brands ranging from global icons to local favorites, which are present in 187 countries worldwide. The company is driven by a simple purpose: enhancing quality of life and contributing to a healthier future. To deliver on this, Nestlé serves with passion and a spirit of excellence, offering products and services for all stages of life, helping people care for themselves and their families. Today, the company employs around 300,000 people and has factories or operations in almost every country in the world. 

  • Glad to see the great launch of NesQino, and the hot buzz the brand is widely gaining among consumers. We were impressed by the innovative spirit of Nestlé during the naming process, which inspired us a lot during the creative journey. I wish NesQino a big success, and keep the spirit to bring more outbreaking experience to Chinese consumers.

    Jason Wang

    Senior Verbal Strategy Consultant at Labbrand

  • SHARE
  • 
  • 
  • 
  • 
BACK

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

Related Article




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 “Sweeps” Transform Awards Asia-Pacific 2016

HONG KONG, November 28, 2016 – Labbrand’s outstanding performance in rebranding and brand development was honored once again at Transform Awards Asia-Pacific 2016. At the…

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 Transform Awards North America 2020 for the Brand Creation of Everhome Suites

NEW YORK, December 3, 2020 - Labbrand’s work with Choice Hotels, one of the world’s largest lodging franchisors, was honored at Transform Awards North America 2020 with t…

Labbrand Creates Chinese Brand Name 优领思 [yōu lǐng sī] and Visual Identity for Udemy Brand Localization New York

SHANGHAI, March 27, 2023 - Labbrand, a leading global brand consultancy renowned for its exceptional brand name creation capabilities, proudly unveils its collaboration w…

Savencia Fromage & Dairy Launches Alphabetic Name for US Cream Cheese Brand Liberty Lane Created by Labbrand

Liberty Lane, owned by the leading French dairy company Savencia Fromage & Dairy, is a new American cream cheese brand. Liberty Lane launched in the Asia Pacific mark…

Dior Product Names: Dior Launches Skincare Line Prestige with Chinese Name 迪奥花秘瑰萃 [dí ào huā mì guī cuì] Created by Labbrand

SHANGHAI, March 11, 2019 - Christian Dior SE, commonly known as Dior, is a European luxury goods company that currently designs and retails fashion goods, beauty products…

Labbrand Featured by Marketing Interactive on Whether Malaysia Airlines Should Risk Revamping Its Iconic Kebaya

Malaysia Airlines’ contemplation on revamping its iconic sarong kebaya uniform worn by its cabin crew saw many Malaysians expressing their love for the current uniform, 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