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
  • Strategy
  • Design

INDUSTRY

  • Hospitality & Real Estate
Contact Us

New Brand Creation: NEQTA Brand Creation

Embark on the journey of new brand creation with Labbrand, as they draw inspiration from the hive to craft a brand-new hotel. This space is meticulously designed to stimulate inspiration, fostering an environment where individuals can better achieve their goals and dreams. Explore the innovative approach to new brand creation with Labbrand’s expertise in crafting unique and purpose-driven brand identities.

SERVE UP UNIQUENESS

Compared to other nations, the upper middle class in China is relatively younger, sophisticated and mature. There is a call for a new hotel brand that meet the needs of high quality and unique experience. In 2015, Fairmont Raffles Hotels International (FRHI Hotels & Resorts) partnered with Golden Land Group, with an ambition to launch a new mid-tier hotel brand for the Chinese market. Labbrand was appointed to develop this brand.

DREAM CATCHER

Through in-depth interviews, we have identified the profile and personalities of the target consumers. They are young, energetic and passionate. They are people with goals, dreams and action. The represent the Chinese entrepreneurship, dare to think big, dare to take actions and willing to take challenges.

We dived into China hospitality market to identity the emerging trends and opportunities surrounding the target consumers. Based on the insights, this hotel was positioned as an inspirational urban hub that connects everyone and every idea. It is not only a place to stay and rest, but a place to stimulate your inspiration to better achieve your goals and dreams.

FROM MYTH TO LIFE

We created the English and Chinese name for this brand new hotel: NEQTA 诺阁雅 [nuò gé yǎ]. Derived from “nectar”, a sugary beverage for Greek mythological gods, the English name renders a strong sense of western aesthetics. The letter “Q” also echoes with the innovative spirit of the hotel. The Chinese name 诺阁雅 [nuò gé yǎ] delivers the promise of comfort, sophistication, friendliness and welcoming ambiance.

NEQTA IDENTITY DESIGN

STAY ENERGETIC. STAY INSPIRED

Created to serve the young and ambitious, our new hotel offers guests style, energy, and excellence.

Conceptually embodying these offerings, the hive served as our inspiration in the development of the visual identity. The hive is a place of growth and exchange, as is this hotel. The bees are dedicated and agile, as is its staff. The honey is carefully crafted, as the products and services.

  • Labbrand had demonstrated a good understanding of our customers’ needs and was knowledgeable as well as professional throughout the development process, resulting in an insight-backed and differentiating delivery.

    Carmen Lam

    Vice President, Sales & Marketing, Asia Pacific, FRHI Hotels & Resorts

  • SHARE
  • 
  • 
  • 
  • 
BACK

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

Related Article




Aden Brand Positioning

Labbrand helped ADEN with its brand positioning, including brand strategy, verbal identity and visual design. ADEN Services is a major innovator in the Facility Managemen…

Domyos Chinese Brand Name Creation

Labbrand created the Chinese name for Domyos, conveying the comfortable and joyful fitness with the brand. Domyos Chinese Brand Name - EXCITED ABOUT FITNESS Founded in 19…

LONGi Green Energy Teams Up with Labbrand Group to Advance International Brand Building

Recently, LONGi, the world's leading solar technology company, joined hands with Labbrand Group to promote its brand-new high-end product to enter the European market, th…

SkyTeam Brand Identity Strategy

Labbrand successfully creates the Chinese brand identity strategy for SkyTeam and SkyPriority, establishing a caring and luxury value for the brand. Brand Identity Strate…

Colgate Brand Strategy in China: COLGATE OPTIC WHITE Chinese Brand Name Creation

Delve into the realm of Colgate brand strategy in China as Labbrand strategically crafts the Chinese name for Colgate Optic White. Witness the seamless fusion of advanced…

How Labbrand created the product nickname for Nespresso’s iconic coffee machine

Summary Labbrand successfully developed memorable and meaningful Chinese product naming for Nespresso's capsules and Lattissima One coffee machine. By leveraging creative…

Atelier Cologne Chinese Brand Name Creation

The European-styled Atelier Cologne Chinese brand name created by Labbrand will certainly bring you the characteristics of femininity, fashion and high-quality within the…

Wrigley’s Consumer Insights Research in China Unveiling Extra Professional Cleanliness

Labbrand conducted in-depth consumer insights research to uncover the concept of "clean" in the Chinese context for Wrigley's new product line, Extra Professional Clean. …

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