TOMRA has the mission of helping the world recycle and saw great potential in the emerging Chinese market. However, the brand was in need of a powerful Chinese name to develop its business as well as to communicate its brand essence in the Chinese marketplace.
Starting with a creative brief jointly developed by TOMRA and Labbrand, Labbrand naming team finalized 10 Chinese name candidates with the client through three rounds of creation. The creative brief was fine-tuned for phonetic considerations, and then the linguistic check was performed. Through the overall evaluation of the pros and cons of the recommended name candidates, the best name candidate was finally chosen for registration.
The final Chinese name is陶朗 [táo lǎng]. 陶 [táo] means pleased, happy, and pottery. It is phonetically similar to the first syllable of TOMRA. 朗 [lǎng] means clear, bright, short, simple, and speaks of environmental protection. More specifically, the first character conveys a professional and happy feel, as pottery represents professionalism, expertise and an environmentally friendly concept. The last character paints a picture of the end result of recycling: a bright sky, green earth, and clean air.
The Chinese name 陶朗 [táo lǎng] will be appealing to TOMRAs corporate and government clients who will utilize their recycling services, as well as individual consumers who may interact with the brand through recycling machines installed at various public locations. The Chinese brand name has put TOMRA well on their way to building their brand and helping China recycle.