Qinyuan Launches Rejuvenated Brand Identity
SHANGHAI, May 14, 2018
Qinyuan, China’s leading water purifier brand, officially launched its rejuvenated brand identity in early 2018, including a new alphabetic name TRULIVA and a refreshed visual identity developed by Labbrand.
Founded in 1998, Qinyuan is recognized as one of China’s first national enterprises in innovation and intellectual property. Having amassed extensive knowledge and understanding of the water drinking behaviors in China, Qinyuan has established market leadership with a trustworthy and reliable brand image. In 2016, Unilever acquired a majority stake in the Qinyuan Group, to strategically engage with the growth in the global water purification category.
Labbrand, the leading global brand consultancy, worked closely with Qinyuan to translate and elevate its new brand positioning. The updated brand identity will help Qinyuan to engage its customers confidently with an enhanced and meaningful experience, growing esteem and influence as a market leader in the category.
With a semiotic approach, Labbrand helped the client to reach the more aspirational and visionary message of “Brighter Future”. The alphabetic name TRULIVA was developed to give the brand a more contemporary identity. A combination of TRUE and LIVE, TRULIVA conveys an active and loving attitude for life and nature, evoking purity and vitality. The name reads smooth and lively, optimal for communication within the Chinese market.
With the alphabetic name confirmed, Labbrand carefully designed the Chinese and English typefaces to create a balanced bi-lingual brand signature lockup.
The typeface is designed with softened and smooth corner accents to align with the core idea of caring and wellbeing for a brighter future. A comprehensive Essential Brand Style Guide was subsequently designed to standardize the brand’s future visual applications across different touch points.
“We are very happy to work with Labbrand, and appreciate the professional and high quality delivery given a short lead time. The new brand signature and the alphabetic name TRULIVA is more modern and international compared to the old one, and well accepted by our business partner, clients and consumers. It well indicates the category benefit and Qinyuan brand point of view,” said Anson Zhao, Brand & Marketing Communication Director in Water Category at Unilever.
“We are delighted in partaking in this transformational journey together, being enabled by the tremendous support and commitment coming from both Unilever and Qinyuan teams. The collaboration brought to life the vision in the new strategic platform, driving the evolution from an established tradition in product excellence and knowledge of the geographical water behaviors in China to an intrinsically human preposition. One that empowers consumers with the ultimate assurance of purity and wellbeing for their loved ones – which is the foundation of life and our future,” said Catherine Tsui, Global Design Director at Labbrand.
Labbrand is the leading global brand consultancy with regional operations in APAC (Shanghai, Singapore), Europe (Paris), and North America (New York, Vancouver). We drive forward the positive power of branding. Leading brands on impactful journeys, we create meaningful brand experiences by bringing together excellence in research, strategy, design and verbal identity.
Founded in 1998, Qinyuan Group Co., Ltd. is a high-tech and innovation-driven company, providing environmental products, including water purifiers, drinking water equipment and water treatment membranes. Qinyuan is recognized as one of China’s pilot national enterprises in innovation and intellectual property. As the leader of water treatment technologies in China, Qinyuan has developed hundreds of domestic and international patents, and won multiple national awards honoring science and technology advancements.