Summary

Labbrand, with its expertise in brand and app name creation, developed the new App name Lemon8, previously known as Sharee. Through a comprehensive analysis of the target market and consumer preferences, Labbrand helped create a digital platform brand name that not only resonated with the local culture but also effectively conveyed the brand’s essence and value proposition. The outcome was a harmonious convergence of cultural relevance and effective communication that propelled Lemon8’s resonance within its target audience.

Challenge

Originally named Sharee, the upstart app developed by ByteDance was born from the desire to connect people to new ideas and inspire people to explore a life they love. Following its initial launch in Japan, ByteDance – the driving force behind TikTok and Douyin – set its sights on extending the app’s reach across Asia and beyond. However, this expansion journey presented a multifaceted challenge, encompassing diverse cultural landscapes and languages.

Solution

Labbrand helped with the new App name creation – Lemon8, which comes from the word “lemonade”. The universally loved beverage is the embodiment of fresh sensation and positive thinking, a perfect analogy for the refreshing points of view and uplifting contents that are always available on Lemon8. The number “8” symbolizes “∞” (infinity), reflecting the endless stream of useful, fun, and refreshing ideas originating from everyday life.

Lemon8 also enables the app to leverage a universally recognizable symbol of “fresh lemon” as the anchor of the new brand’s visual language, transcending regions and cultures.

Results

After relaunching with the new brand in October of 2021, Lemon8 grew quickly in Japan and reached 1 million downloads in March of 2022 according to media reports. Following its success in Japan and Southeast Asia, Lemon8 was launched in the U.S. and the U.K. in early 2023.