Embark on the journey of Nespresso’s Chinese brand strategy with Labbrand, as they tackle the challenge of enhancing Nespresso’s presence in the China market. Recognizing the familiarity with the transliteration 奈斯派索 [nài sī pài suǒ], Labbrand was commissioned to create a new Chinese brand name that logically links to Nespresso. The goal: convey an aspirational, approachable, and high-quality coffee experience for Chinese consumers. Discover the art of strategic branding with Labbrand’s expertise in Nespresso’s Chinese brand strategy.
Before the official Chinese name, the transliteration 奈斯派索 [nài sī pài suǒ] of Nespresso has been known by the Chinese customers for years. Nespresso faced a significant challenge when it came to enhancing the presence of Nespresso in the China market, understanding the Chinese consumer and creating a distinctive yet enjoyable coffee moments that they deserve. Therefore, Nespresso commissioned Labbrand to create a new Chinese brand name that can be logically linked to Nespresso and convey an aspirational, approachable and high-quality coffee experience.
The brand chose Nong Yu Ka Fei (浓遇咖啡) as the new brand name. By sharing identical sound with 浓郁[nóng yù](strong, rich), 浓遇[nóng yù] not only ingeniously echoes with the iconic element “espresso” from the original name but also indicates deep affection (浓情[nóng qíng]) with the brand. The character 浓[nóng] suggests the richness of coffee while 遇[yù](meet) highlights the wonderful encounter with Nespresso.
Thanks to Labbrand’s expertise in Chinese brand name creation, the new Chinese name they developed for Nespresso not only inherits the brand’s origin but also uplifts its essence. The name, “浓”香留齿，”遇”意悠长 (nóng xiāng liú chǐ, yù yì yōu cháng), is easily understood by Chinese consumers upon first sight. It effectively communicates the idea of savoring an authentic espresso with a rich aroma that lingers in your mouth, and the pleasure of experiencing a moment that lasts.
The brand name has been used between October 2019 and April 2024.
It is all about the perfect coffee experience. We wanted the name to be as concise as Nespresso, and 浓遇 [nóng yù] definitely made it. We hope this wonderful "encounter" truly gives you an everyday luxury experience.
Manager, Brand Verbal Strategy
We do have very high expectations for Nespresso Chinese naming. Under this context, 浓遇 [nóng yù] stood out among all the others with a vivid storytelling charm that gains instinct appeal from both our consumers and internal members. And Labbrand team has demonstrated strong resilience despite the challenges to finally land on a great name. They have been our trustworthy partner along this branding journey.
Business Executive Officer of Nespresso Greater China
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