Client: A business-to-consumer wine retail chain targeting China’s middle class, developed by Spanish Wine Company Torres in China.

Case: Labbrand created the English name, Chinese name, and visual identity system for the new brand Everwines. The brand names were to be artistically and culturally expressive as well as appealing for target consumers. Everwines’ visual identity was to convey a sense of new discoveries, enlightenment, freedom, a range of sensations, colors, and tastes, but at the same time be simple and accessible for consumers.

Solution: The English name, Everwines, reflects attributes of wine and wine culture such as self enjoyment, self expression, and the importance of time to create a fine wine. The final Chinese name chosen was 咏萄 (yǒng táo). 咏 (yǒng) means to sing or praise; it also is pronounced the same as “永(yǒng), “forever”, thus corresponding to “Ever” in the English name. 萄 (táo) means grape, the source of wine. Both the English and Chinese names are easy to read and remember for Chinese customers.

Labbrand also created a visual identity system including logotype, brand color system, stationary, promotional items, and in-store applications. This allowed for an appealing and consistent visual identity to be displayed in Everwines’ retail space, and on packaging and marketing materials, thereby building the brand identity in the customers’ minds.

Labbrand believes this identity will help the Everwines brand build a young, appealing, and cosmopolitan image, and become a leading retail wine chain in China.