Labbrand creates the Chinese name for Brioche Dorée, the second largest bakery-café chain in the world.

JUST LIKE AT HOME

Established in 1976, Brioche Dorée is the second largest bakery-café chain in the world providing authentic and nutritional foods that are suitable for every meal. It serves over 200,000 customers every day and operates over 500 restaurants with 5,000 employees.

A FRENCH STYLE IN CHINA

Despite the brand’s accomplishments around the world, Brioche Dorée was brand new to the Chinese market. With a French name that is hard to pronounce for Chinese consumers, Brioche Dorée craved a Chinese name to achieve a successful entry and high relevance in the local market. As there are already numerous bakery brands in China, Brioche Dorée needed the Chinese name to highlight its features yet be distinguishable enough to stand out from its competition.

A SWEET-SOUNDING CHINESE NAME

The Chinese name 法味朵风 [fă wèi duŏ fēng] was created for Brioche Dorée. With 法味 [fă wèi] indicating the brand’s French origin, 朵风 [duŏ fēng] corresponding to the English name phonetically and showcasing softness and flavorfulness, the sweet-sounding name is widely acclaimed by Chinese consumers. 

The naming process was complemented by comprehensive qualitative research, including legal check, linguistic checks and consumer insight research. With our rigorous recipe and a touch of creative ingredients, 法味朵风 is hot out of the oven.