As a leading global provider of life science solutions, Cytiva draws on its deep technical expertise and global resources to support innovation across the life sciences industry. As China’s biopharmaceutical market continues to evolve and local players accelerate innovation, Chinese customers are placing greater emphasis on supply stability, service responsiveness, and flexible solutions tailored to local business needs. To deepen its presence in China, Cytiva needed to translate its global expertise into more locally relevant products and services while establishing a distinctive brand identity.
Guided by its “In China, For China” strategy, Cytiva set out to launch an independent brand dedicated to the Chinese market. Partnering with LABBRAND, the company developed RUIYU (瑞予) through a comprehensive branding journey spanning bilingual brand naming, brand strategy, visual identity, and communication planning. Together, they established a brand system that combines global expertise with local relevance and approachability.
Created specifically for China, RUIYU needed an independent and distinctive identity that would resonate naturally with local customers. Drawing on Chinese language and culture, LABBRAND developed the concise and meaningful Chinese name “瑞予” (Ruì Yǔ).
“瑞” (ruì) conveys auspiciousness, health, and well-being, expressing a wish for a healthier future. “予” (yǔ) speaks to giving and empowerment, reflecting the brand’s commitment to supporting customers and its close connection with the Chinese market. Together, the two characters bring warmth and optimism to RUIYU’s professional mission in life sciences.
Through multidimensional research, LABBRAND defined a distinctive brand personality for RUIYU. Research and manufacturing in life sciences often involve long and rigorous processes, making reliable support and long-term partnership essential to building trust. Based on this insight, LABBRAND established the Caregiver as RUIYU’s core brand personality, positioning it not simply as a supplier of technologies and products, but as a trusted partner accompanying customers on their journey of scientific discovery.
LABBRAND further identified four value proposition to address the pain points: Stability, Pragmatism, Flexibility, and Accessibility. Together, these were developed into the core competitive brand message “Peace of Mind, Within Reach” (予你安心，触手可及). This positioning was further articulated through brand introduction scripts, core messaging system, and communication guidelines.
Light symbolizes hope, support, and the continuity of life. Like the many quiet forces advancing medical innovation behind the scenes, this idea echoes the brand’s creative concept, “Quiet Miracle,” translating the enduring yet often unseen support behind life sciences innovation into a warm and emotionally resonant visual language.
Inspired by the sun and its rays, LABBRAND created a distinctive brand symbol using simple, dynamic geometric forms that radiate outward like sunlight. The expanding shapes convey hope and vitality, reflecting RUIYU’s mission to bring professional support and scientific advances to more people. The resulting identity strengthens brand recognition while giving RUIYU a warmer, more optimistic, and approachable personality.
Building a new brand goes beyond creating a recognizable identity. Its values must also come to life throughout customer engagement and business communication. Centered on the signature brand symbol, LABBRAND developed a comprehensive Brand Visual System encompassing typography, supporting graphics, icons, and application guidelines, ensuring a consistent and distinctive presence across packaging, communications, and digital touchpoints.
To support RUIYU’s launch and long-term development, LABBRAND developed a Brand Annual Communication Plan, mapping a phased journey from teaser campaigns and brand launch to brand asset building and ongoing business conversion. Tailored messaging strategies for customers, government stakeholders, industry partners, and the public were aligned with key communication moments and local cultural contexts to create a multidimensional brand communication matrix. The concept of light was also extended to RUIYU’s official website and WeChat content design. Through bright, warm visuals, a clear and efficient information architecture, and authentic human imagery, these digital experiences balance professional credibility with approachability and trust.
RUIYU (瑞予) is a local independent brand developed by Cytiva, a leading global provider of life science solutions, specifically for the Chinese market. Guided by the “In China, For China” philosophy, RUIYU is committed to providing biopharmaceutical companies, research institutions, and other industry customers in China with products and solutions tailored to local needs. Backed by Cytiva’s deep technical expertise and global capabilities, RUIYU is built on four core values—Stability, Pragmatism, Flexibility, and Accessibility. Through reliable quality, flexible responsiveness, and sincere service, the brand aims to bring advanced life science technologies closer to local needs and support innovation across China’s life sciences industry.
Founded in 2005 in Shanghai, LABBRAND (朗标) is a leading global brand consultancy. Headquartered in Shanghai with international offices in Paris, New York, Singapore, and Kuala Lumpur, LABBRAND leverages deep expertise in Naming, Strategy, Research, Design, Branding, and Innovation to deliver precise brand solutions for clients worldwide, helping them drive brand innovation and grow brand equity in a constantly changing business environment. As a trusted partner in brand innovation, LABBRAND has been recognized by top global media and awards bodies, winning 70+ international honors, including iF, Red Dot Design Award, London International Awards (LIA), and Transform Awards (Asia, North America, Europe).
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