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

  • Research
  • Naming

INDUSTRY

  • FMCG
Contact Us

Wall’s Brand Naming in Chinese

Experience the artistry of Labbrand in brand naming in Chinese, exemplified by the playful and endearing name 麦酷狮 [mài kù shī] for Max, both the brand and its beloved mascot. Immerse yourself in the creation of a lovable and fun brand identity that resonates with Chinese consumers through Labbrand’s expertise in brand naming in Chinese.

Brand Naming in Chinese – PADDLE POP TO MAX

MAX, formerly known in China as the lion mascot of Paddle Pop/ 百乐宝[bǎi lè bǎo], is a product under Unilever’s ice cream brand – Wall’s. The original name Paddle Pop was changed to MAX for the purpose of a unified global identity in 2013. But the same lion image will remain as the brand mascot.

Unilever appointed Labbrand to create the new Chinese name for both MAX the brand and MAX the mascot. The new name need to convey exciting, fun adventures but avoid to be too naive. The brand wants Chinese consumers to quickly embrace the new identity of the familiar mascot.

WELCOME THE COOL LION

After 3 rounds of creation, we conducted linguistic checks in Mandarin and 5 main Chinese dialects to avoid potential linguistic problems. We then tested the name candidates in focus groups of kids and their mothers, in order to find the most welcomed name amongst MAX’s key consumer groups.

The final Chinese name chosen was 麦酷狮 [mài kù shī]. This name performs well for both brand name and mascot name. Phonetically, it sounds very close to the English name MAX. Semantically, 麦[mài] means wheat, which reminds people of delicious and nutritious food based on name testing results. 酷[kù] means cool. It fulfills targeted children’s aspiration for cool and exciting things. 狮[shī] is lion, which directly refers to the mascot.

  • SHARE
  • 
  • 
  • 
  • 
BACK

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

Related Article




EVERHOME: New Hotel Brand Naming in New York

Choice Hotels International, Inc., a leading lodging franchisor, sought for a new brand naming in New York within the extended-stay category to cater to the evolving need…

Sprite Packaging Design

Labbrand created the new product variant packaging and wordmark design for SPRITE Juice with its first flavor variant ICY Coconut. BACKGROUND SPRITE China …

Nespresso Chinese Brand Strategy

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…

Revitalizing Audi: Unveiling Chinese Youth Consumer Insights

Audi, as Germany's oldest-established automobile manufacturer, acknowledged the significance of comprehending China's youth to shape its future brand strategy. Nonetheles…

App Name Creation of Lemon8 for ByteDance: Transforming an Upstart Digital Platform into an International Phenomenon

Summary Labbrand, with its expertise in brand and app name creation, developed the new App name Lemon8, previously known as Sharee. Through a comprehensive analysis of th…

Red & Refined – Gran Meliá’s Signature Touch of Luxury

At Gran Meliá, luxury is not just served with a silver spoon, it is served with a splash of Red – Spanish Red, to be precise. Red has always been the color of passion, po…

INRYU Brand Creation: INRYU Chinese Brand Name Creation

INRYU Brand Creation - Challenge Embark on the journey of INRYU brand creation, Shiseido Group's cutting-edge ingestible beauty brand launched in 2021. With a mission to …

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