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
  • Research

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




BV Chinese Name: BUREAU VERITAS Chinese Brand Name Creation

Unlock the significance of Labbrand's expertise in BV Chinese name creation as they unveil 必维 [bì wéi] for Bureau Veritas. Witness the seamless integration of integrity a…

Kinder Tronky Chinese Brand Name Creation

For a foreign brand to succeed in the Chinese market, an ideal Chinese brand name creation is key. Labbrand creates the brand name 健达轻脆怡 [jiàn dá qīng cuì yí] for Kinder …

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…

Sinodis x Synlait Set to Deliver UHT Whipping Cream Brand in China

Cream Brand in China - Background  SINODIS, a subsidiary company of the French Group SAVENCIA, collaborated with SYNLAIT from New Zealand to create and launch a co-o…

Voya Branding in China: Voya Bilingual Brand Name and Brand Identity Creation

Voya Financial, a New York-based financial, retirement, investment, and insurance company, has introduced its Chinese brand identity to target the expanding Chinese commu…

IU Hotel Brand Design and Identity Rejuvenation

Labbrand joined forces with Jinjiang Group's Global Innovation Center and IU Hotel's brand team to embark on a significant endeavor – the revitalization of IU Hotel brand…

L’Occitane Ultra-Premium Body Serum Concept Research

Background The global body care category is undergoing a significant shift, with growing consumer demand for premium, science-driven, and sensorially rich products. In pa…

THOMAS COOK Brand Strategy in China Market

Labbrand helps Thomas Cook, the oldest name in travel, develop a comprehensive local strategy for China. FROM UK TO CHINA As the oldest name in travel, Thomas Cook has hi…

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