The leading global coffee brand, Nespresso, has officially launched its new product line Vertuo in China. Labbrand was commissioned to create the Chinese verbal identity "Fu [馥] Xuan [旋]" for Vertuo.
The new VertuoLine “Fu Xuan” signifies Nespresso’s commitment to enhancing its China market presence. Catering to Chinese consumers' preference for high-volume coffee drinks, it provides an option for Chinese coffee lovers to enjoy larger cups of high-quality coffee at home.
After completing a tasting test and a close inspection of the VertuoLine coffee products in Nespresso's Shanghai office, Labbrand's Verbal Strategy team proposed a portfolio of Chinese names by taking into consideration the large capsule size and technological innovations of the products. After the thorough selection process, the name "馥旋" [fù xuán] was chosen as its Chinese name.
“馥” [fù] indicates the constant aroma while ”旋“ [xuán] stands for the breakthrough extraction technology (Centrifution™) of the brand. The name can be interpreted as “magnifying the rich aroma by unlocking the breakthrough technology”. Unlike the common Chinese names of international brands that are predominantly a phonetic translation or sense-for-sense translation of the original, "馥[Aroma]旋[Swirling]” captures the distinct quality of the products. Not only does the archaic phrasal choice bring to mind a curated imagery in a Chinese cultural context, but it also reflects Nespresso’s exceptional localization efforts.
"This is our second in-depth collaboration with Labbrand Group in verbal branding and once again, Labbrand's mastery of branding and verbal strategy has provided us with a compelling creative solution. The creation of this new name is not only professional, but also has brought to Nespresso team a rich and unique innovative perspective that inspires our creativity. “
"The Nespresso Vertuo has diverse features, of which the breakthrough extraction technology (Centrifution™) is an important manifestation of the brand's innovation, combined with the exceptional experience of aroma, which makes Fu Xuan – carrying elegance, simplicity and modernity exuded by Nespresso’s ever-lasting charisma.”
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. For more information, please visit labbrand.com