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 Our Work Detail

EXPERTISE

  • Naming
  • Research
  • Design

INDUSTRY

  • Industrial & Chemical
Contact Us

BASF Branding in China

Embark on the journey of BASF branding in China with Labbrand, as they skillfully craft the verbal and visual identity system for the new paint brand. Witness the emergence of a colorful brand image, seamlessly embodying high-quality attributes. Experience the strategic brilliance in Labbrand’s approach, shaping a compelling brand presence for BASF in the dynamic Chinese marketplace.

BASF Branding in China – CREATING CHEMISTRY

BASF is the largest diversified chemical company in the world headquartered in Ludwigshafen, Germany. The BASF Group comprises subsidiaries and joint ventures in more than 80 countries and operates six integrated production sites and 390 other production sites in Europe, Asia, Australia, Americas and Africa. BASF has customers in over 200 countries and supplies products to a wide variety of industries.

BASF planned to launch a new Architectural Coating with technology such as Acrylic, Elastomeric, Silicon, and so on. The new paint brand was developed to produce environmentally friendly decorative construction paint for the Chinese market. The brand needed an attractive and memorable Chinese name, English name, slogan, as well as brand visual identity system that communicated the desired brand attributes.

PROMISE A COLORFUL FUTURE

After four rounds of brand name candidate generation from brainstorm, software generation, preliminary selection and smart legal check, we recommended 6 final Chinese name candidates. Based on the 6 Chinese names, six groups of corresponding English names were developed and selected. Three rounds of creation were conducted to generate the Chinese slogan. We then conducted both quantitative and qualitative research as well as linguistic checks to help finalize the new paint brand’s verbal identity.

The Chinese name 诺缤 [nuò bīn] and English name NORBIN were finally selected. In Chinese, 诺 [nuò] means a promise, and 缤 [bīn] refers to “mixed colors”. As a whole, the name 诺缤 [nuò bīn] has strong link with the paint industry and gives the consumer a sense of security. The English name NORBIN has a similar pronunciation with the Chinese one and is easy for consumers to remember. NORBIN’s Chinese slogan 合筑未来 [hé zhù wèi lái] means “jointly build the future”, signaling a reliable connection between the product and its consumers. 

In addition, we created a visual identity for the NORBIN brand including logotype, corporate color system, typography, and framework for visual identity applications. The logotype design features green, blue and yellow colored waves to demonstrate NORBIN’s specialization in decorative coatings. Furthermore, a brand identity guideline book was developed for BASF to assist in its implementation. 

  • SHARE
  • 
  • 
  • 
  • 
BACK

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

Related Article




Volkswagen’s global campaign Chinese Tagline Creation

Labbrand created the Chinese tagline for Volkswagen's global campaign, communicating the sustainable and initiative brand image in Chinese market. Volkswagen's global cam…

Labbrand Creates Food Product Name in Chinese for HARIBO

SHANGHAI, 23 OCTOBER, 2017 – HARIBO, world’s renowned confectionery brand from Germany, has introduced 3 new products in China carrying the food product name created by L…

Dräger Brand Relevance Creation

Unlock the strategic approach to brand relevance as Labbrand elevates Dräger's brand positioning in the Chinese market. Drawing from industry insights, Labbrand seamlessl…

J&J Aveeno Baby Product Variant Bilingual Naming Creation & Concept Enhancement 

Bilingual Naming Creation - Background  Aveeno Baby is one of the top recommended brands by dermatologists and parents when it comes to gentle, safe, and soothing ba…

DISTRIGO Alphabetic Name Creation and Visual Identity Design

Labbrand helped Groupe PSA with the alphabetic name creation and visual identity design for the brand DISTRIGO. Groupe PSA is the leader in both the construction of excel…

Labbrand Created Chinese Names for Nutella, a Ferrero Group Brand, and Its Three Flagship Products

GUANGZHOU, Aug. 16 - Nutella, a brand under the Ferrero Group, has recently introduced its new Chinese brand name, “意榛滋” [yì zhēn zī], along with a full range of new prod…

Zhejiang Circuit Brand Strategy and Brand Identity Creation

Embark on the dynamic journey of Zhejiang Circuit brand strategy with Labbrand, as they collaboratively build a distinctive brand strategy and visual identity. The goal i…

Food Brand Naming: BE-KIND Chinese Brand Name Creation

Delve into the world of food brand naming with BE-KIND, a New York City-based company founded in 2004 by Daniel Lubetzky. Specializing in healthy snacks like whole nuts, …

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