Summary

Labbrand successfully developed memorable and meaningful Chinese product naming for Nespresso’s capsules and Lattissima One coffee machine. By leveraging creative research and cultural insights, Labbrand created the name “小啡象” [xiǎo fēi xiàng], meaning “little flying elephant,” to resonate with Chinese consumers and establish an intimate and authentic brand connection. The new product nickname effectively communicated Nespresso’s brand essence and fostered a positive emotional association with the target audience.

Challenge

Nespresso entered China almost 15 years with two systems, several capsule coffee machine models, and around 70 different flavors of coffee capsules. So many official product names are complicated for customers to remember. Customers usually recognize or purchase Nespresso products based on shape, colour, pattern and function.

However, many official product names are too difficult for consumers to recall. For instance, one of the communication obstacles to reaching bigger target audiences in the Chinese market is the pronunciation and spelling of Lattissima One, the hero product of the original range. Nespresso products needed accessible, memorable and meaningful product names to communicate brand essence while cultivating a positive emotional connection with the Chinese market.

Solution

Labbrand undertook rigorous creative research into coffee culture, usage experience, and popular buzzwords to develop compelling Chinese product nicknames. After rounds of comparison and careful consideration, the final name selected was “小啡象” [xiǎo fēi xiàng], which is an ingenious wordplay. The middle character 啡 [fēi] refers to the product category of coffee, while the link with the fixed phrase “小飞象”[xiǎo fēi xiàng] (little flying elephant) evokes a visual connection to the elephant-shaped Lattissima One machine. This metaphorical expression not only enhanced customer intimacy but also visually aligned the name with the product’s distinctive features.

Results

Through this masterful naming approach, the new product nickname “小啡象” [xiǎo fēi xiàng] transcended linguistic boundaries, effectively encapsulating Nespresso’s core brand essence. Moreover, they engendered a positive emotional resonance among the target audience. This endeavor served as a prime example of how strategic brand localization, expertly executed by Labbrand, could yield a profound impact in crafting a brand identity that reverberates deeply within the hearts of Chinese consumers.

The name was implemented across various online and offline touchpoints, including Nespresso’s official Chinese website, Weibo, RED, and major e-commerce platforms like Tmall. It also gained exposure through the popular reality show “毛雪汪” which had over 180 million online views.