Labbrand assisted RENAULT, a French multinational automobile manufacturer, in creating the auto brand name for their new crossover model, targeting the Chinese market. RENAULT aimed to develop a crossover that seamlessly blended beauty and usability, appealing to individual pleasure and family needs. Labbrand’s task was to generate an alphabetic name that conveyed agility and energy while also creating a Chinese name that resonated with Chinese consumers and left a strong impression.

Challenge

RENAULT sought an auto brand name for their new crossover model that encompassed both beauty and usability. It needed to evoke a sense of agility and energy, align with RENAULT’s existing SUV family naming structure, and quickly capture the attention of Chinese consumers. The Chinese name had to leverage the popularity and recognition of RENAULT’s KOLEOS model while being easy to read and pronounce.

Solution

Labbrand created the brand name “KADJAR” for RENAULT’s new crossover model. The name featured robust and sonorous phonetics, with the letters “K” and “DJ” conveying agility and energy, appealing to masculinity and functional usability. The name also established a consistent nomenclature within RENAULT’s SUV family, aligning with the names of their existing models, KOLEOS and CAPTUR. For the Chinese market, Labbrand developed the Chinese name “科雷嘉” (pronounced “kē léi jiā”), which phonetically corresponded to “KADJAR” on every syllable. Leveraging the popularity of RENAULT’s KOLEOS model, the Chinese name achieved high recognition through its readability and fluent sound.

Results

The brand name “KADJAR” successfully captured the essence of RENAULT’s new crossover model, conveying agility and energy. The Chinese name “科雷嘉” (KADJAR) capitalized on the familiarity and popularity of RENAULT’s KOLEOS model, ensuring quick recognition and recall among Chinese consumers. The brand name creation helped position the new RENAULT crossover as a desirable choice in the Chinese market.