Discover Magimix brand strategy in China as they introduce their renowned multifunctional Cooking Expert machine to the market. Since 1971, Magimix has been a pioneer in the domestic Food Processor industry, simplifying the lives of serious cooks. With a focus on innovation and premium experiences, Magimix aims to captivate Chinese customers and provide them with a relaxing yet top-notch culinary experience. Explore how Magimix strategically positions itself in the Chinese market, offering a range of innovative and multifunctional products to meet the needs of Chinese cooking enthusiasts.

To help the expansion of Magimix in China, Labbrand worked closely with Magimix to create its brand and product name, as well as the Essential Visual Language Style Guide which will encompass the definition of Magimix and Cook Expert brand signature, color system standards, lifestyle photography image style including stock recommendations and restrictions for applications in China.

Labbrand created the name 玛捷斯 for Magicmix. 玛捷斯 is a very readable name with a nice phonetic resemblance with Magimix, feeling foreign, premium and delicate.
The middle character 捷 addresses agility and speed, thus communicating a sense of convenience in user experience. Labbrand also created the bi-lingual wordmark, Chinese typeface and brand identity guideline to help Magimix better fit in the Chinese market. 

Labbrand also created the Chinese brand name 酷烹乐 for CookExpert, the star product under Magimix. 酷烹乐 is a lovely name that shares a nice phonetic similarity with CookExpert and reflects the pleasant cooking experience with the product. The whole name is very friendly and approachable, bringing a premium experience to every Chinese family. The character 烹 perfectly fits with the product on sound and shape。