Client: BASF is the world’s leading chemical company and one of the largest foreign investors in the Chinese chemical industry. In 2008 BASF developed a new paint brand in China that produces environmentally friendly decorative construction paint for the Chinese market.

Case: Labbrand created a Chinese name, English name, slogan and brand visual identity system for the new paint brand that communicates the desired brand attributes and is attractive and memorable for Chinese audiences.

Solution: After four rounds of name candidates generation and the completion of both qualitative and quantitative market research, the Chinese name 诺缤 [nuò bīn] was selected. In Chinese, 诺[nuò] means a promise, and 缤[bīn] refers to “mixed colors”. As a whole, the name 诺缤 [nuò bīn] has strong link with the paint industry and gives the consumer a sense of security. The English name NORBIN™ has a similar pronunciation with the Chinese one and is easy for consumers to remember. NORBIN™’s Chinese slogan 合筑未来 [hé zhú wèi lái], means “jointly build the future”, signaling a reliable connection between the product and its consumers.

In addition, Labbrand also created a visual identity for the NORBIN™ brand including a logotype, corporate color system, typography, and a framework for visual identity applications. The logotype design features green, blue and yellow colored waves to demonstrate NORBIN’s specialization in decorative coatings.
Furthermore, a brand identity guideline book was developed for BASF to assist in the implementation of its brand identity.