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.
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.
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.
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.
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.
Senior Verbal Strategy Consultant at Labbrand
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