Search for content of interest

  • About
  • ServiceS
    • Branding
    • Innovation
    • Naming
    • Strategy
    • Research
    • Design
  • Work
  • Insights
  • News
  • LOCATIONS
    • Shanghai
    • Paris
    • New York
    • Singapore
    • Malaysia

CN FR
  • About
  • ServiceS
    • Branding
    • Innovation
    • Naming
    • Strategy
    • Research
    • Design
  • Work
  • Insights
  • News
  • LOCATIONS
    • Shanghai
    • Paris
    • New York
    • Singapore
    • Malaysia
CONTACT

EN

  • CN
  • FR

Home Our Work Detail

EXPERTISE

  • Naming
Contact Us

Labbrand Creates Food Product Name in Chinese for HARIBO

SHANGHAI, 23 OCTOBER, 2017 – HARIBO, world’s renowned confectionery brand from Germany, has introduced 3 new products in China carrying the food product name created by Labbrand.

Founded in 1920 by Hans Riegel, HARIBO is one of the biggest manufacturers of gummi and jelly sweets in the world, with its products mainly consisting of Gummi Bears, other jelly sweets and liquorice. Since 2015, the colorful HARIBO gummies have enjoyed great success and popularity in China. With the increasing emphasis on the Chinese market, Haribo hopes to bring its diverse product portfolio to China, introducing more flavors and varieties to its Chinese customers.

Since 2012, Labbrand has been working closely with HARIBO to validate and create over 20 Chinese names for its brand and products, as well as for the tagline and Jingle of the Haribo brand. Chinese names 萌桃仔 [méng táo zǎi] for Peaches, 趣缤纷 [qù bīn fēn] for Supa Mix and 甜莓狂想 [tián méi kuáng xiǎng] for Berry Dream were amongst the first new releases from the brand.

Food Product Name in Chinese for HARIBO

“We have been working with Labbrand since years thanks to their deep knowledge of our branding needs and Naming expertise. The creativity, professionalism and accessibility of the team at Labbrand are amongst the things that stand-out and underlines our smooth and inspiring collaboration. We are very happy to see the fruits of our team work being present in the Chinese market. We look forward to further collaborations in years to come!” said Lillian Chen, Marketing Manager of HARIBO China.

The three new products launched are:

Peaches, a peach flavor two-toned, sugar-dusted gummi. The Chinese name 萌桃仔 [méng táo zǎi] (cute/ peach/ young) personalizes the sweets as a cute little person by putting 仔 [zǎi] at the end. Originated from cyber language, 萌 [méng] conveys a cute and lovely feeling.

Supa Mix, a mixed collection of fruity gummies. The name 趣缤纷 [qù bīn fēn] (interesting/ colorful) brings fun and joy at the same time translating the ‘mix’ concept.

Berry Dreams, a collection of berry-flavored sweets. The unique, eye-catching Chinese name 甜莓狂想 [tián méi kuáng xiǎng] (sweet/ berry/ fantasy) triggers curiosity and imagination with a good fit with product and brand attributes.

Besides the food product name, Labbrand also created the Chinese brand tagline of HARIBO’s signature jingles – “Kids and grown-ups love it so, the happy world of HARIBO” – to help the brand better communicate with its Chinese audience. The Chinese brand tagline “大人小孩都说好, 快乐品尝哈瑞宝 [dà rén xiǎo hái dōu shuō hǎo, kuài lè pǐn cháng hā ruì bǎo]” can be translated as “grownups and kids all say it’s good, and happily enjoy HARIBO”, which is straight-forward, rhythmic, as well as easy to read and remember. The two-part structure, each ending with the same rhyming syllable [ǎo], makes the tagline melodic, attractive and unforgettable. The simple and memorable Chinese tagline stays true to the original English jingles.

“It was a pleasure to work with HARIBO to explore the great candy kingdom. For us it is also an exciting adventure to try different flavors and craft the linguistic expressions for more than 20 products. We sincerely hope the names can send happiness to every Chinese family together with HARIBO’s sweet treats, and we invite every Chinese consumer to discover the magic of HARIBO. You will love it!” said Judy Wang, Associate Creative Director at Labbrand.

About Labbrand

Labbrand is the leading China-originated global brand consultancy with a rapidly expanding global footprint that includes regional operations in APAC (Shanghai, Singapore), Europe (Paris), and North America (New York, Vancouver). We lead branding journeys and facilitate implementations to light up companies and products with the power of your brand. Through brand innovations, we steer brands towards unrivalled brand space. On our journeys we Create, Grow and Disrupt to build resilient brands in dynamic markets. Our cross-disciplinary approach in research, strategy, naming, design and digital gives us the foresight and ability to guide brands beyond the status quo.
 

About HARIBO

Founded in 1920 by Hans Riegel, HARIBO began in a backyard laundry-kitchen in a suburb of Bonn, Germany with a sack of sugar and a copper kettle and has now developed into one of the most successful and popular brands in the confectionery sector. Its products mainly consist of Gummi Bears, other jelly sweets and liquorice. HARIBO has sales offices in 22 countries and employs over 7000 people worldwide.

  • SHARE
  • 
  • 
  • 
  • 
BACK

Sign up for our newsletter to get the latest insights, tips, and trends in branding, naming and innovation.

Related Article




Logitech Brand Tagline Creation and Digital Strategy

Labbrand helped Logitech develop the brand tagline creation and digital strategy for China, differentiating the brand from competitors with strong science background. MEE…

Real Estate Brand Strategy: SHUI ON WORKX Brand Strategy and Bilingual Brand Name Creation

Embark on the strategic journey of real estate brand strategy with Labbrand, as they collaborate with Shui On Land in the development of SHUI ON WORKX. Shui On Land, esta…

Creating Key Visuals and Brand Design Strategy for Rheinmetall

LABBRAND delivered Rheinmetall Automotive 4 new key visualization concept and brand design strategy. Brand Design Strategy: TECHNOLOGIES FOR MOBILITY Rheinmetall Automoti…

BeiGene Corporate Identity System Upgrade: Brand Refresh to Accelerate Global Expansion

Aligning Brand with Strategy From Research-Driven to Global Influence As a leading global biopharmaceutical innovator, BeiGene has been committed since its founding to ma…

Baby Care Branding: EVORIE Packaging Design

Labbrand's expertise shines in baby care branding as they craft a serene and scientifically designed packaging for Evorie, aligning with the brand's new focus and fosteri…

Driscoll’s Brand Localization

Labbrand helped Driscoll's, the leading fresh berry brand from North America, create a refreshing brand identity tailored for China by creating its Chinese brand name and…

Chinese Product Name Creation for Nespresso’s New Product Line Vertuo

Labbrand, a leading branding agency, undertook the task of product naming for Nespresso's latest product line, Vertuo, in China. The result was the Chinese verbal identit…

HAAGEN-DAZS China Culture Research

Through a semiotic analysis of the target markets, Labbrand helped Häagen-Dazs to discover potential opportunities of its gifting products. China Culture Research - THE H…

Ready to take your brand to new heights?

Let's start a conversation.
  • NEWSLETTER
  • CAREERS
  • PRIVACY POLICY
  • Labbrand Group
  • Labbrand
  • Madjor
  • SpringPillar

* Will be used in accordance with our Privacy Policy

A Labbrand Group Company © 2005-2025 Labbrand All rights reserved

沪ICP备17001253号-3
  • Follow us:
  • 
  • 
  • 
  • 
  • 
  • 

Contact us to get the latest insights, tips, and trends in branding, naming, and innovation.

* Will be used in accordance with our Privacy Policy

Cookie Notice

To improve your experience, we use cookies to provide social media features, offer you content that targets your particular interests, and analyse the performance of our advertising campaigns. By clicking on “Accept” you consent to all cookies. You also have the option to click “Reject” to limit the use of certain types of cookies. Please be aware that rejecting cookies may affect your website browsing experience and limit the use of some personalised features.

Accept Reject