Client: Città is an exclusive espresso club bringing a new concept of coffee culture to Shanghai. The club aims to providie consumers with a cosmopolitan lifestyle experience and a dynamic space to meet and enjoy a true experience of Italian espresso culture.

Case: Chinese brand naming

Having opened its first location in December 2007, Città espresso club wanted a Chinese name to reflect its identity. Their name was to convey premium quality coffee  and the urban European-style ambiance of Città espresso club.

Solution: 享咖 [xiǎng kā]

享xiǎng translates to enjoyment and sharing, conveying the idea of urban feeling as well as the cosmopolitan dimension of the brand.

咖 kā for coffee reflects the espresso club concept centered on the premium quality of the coffee served in store.

享咖[xiǎng kā] is easy to read and remember. It is phonetically pleasant and close to the original name of the brand. Moreover 享shares the same pronunciation with the character 想[xiǎng] translating into want, desire, need, and is close to the pronunciation of 香[xiāng] for flavor, scent, smell good.

The combination of the two characters conveys relaxation and taste while giving a bourgeois and hedonist touch to the name which is intended to appeal to the young middle class consumers.