CLIENT”S BRIEF:

Ostrovit brand

The company was founded over 12 years ago by Robert Szulborski (CEO) in Poland. We started by producing protein supplements and peanut butter in later years we expanded into vitamins, minerals,sports accessories,dietary supplements,functional foods and nootropic drinks. Our products have become bestsellers in many markets because of their good price-quality ratio. We strive to provide customers with the highest quality goods at the lowest possible price. The range is wide and targets both young and older consumers of both sexes.

We currently sell our products to 70 countries so we are a global brand, but we know that for the Chinese market we need to localise our brand. That’s why we want that the Chinese name phonetically sounds like our original Polish name. The Chinese name does not have to have any meaning in Chinese. 

Chinese branding for OstroVit

When creating a Chinese name, there are three possible approaches.

1. A name that phonetically matches the original name, without having any meaning in Chinese. (recommended for well-known international brands like Mercedes.)
2. A name that has meaning in Chinese, reflecting the spirit of the products. For example, the Chinese marketplace Tao Bao means treasure hunting. (recommended for new and unknown brands in the Chinese market)
3. A combination of 1 and 2, which is very difficult and justified for well-known international brands like Coca Cola Keku Kele – delicious and joyful.

For Ostrovit, we focused on option number 2. A catchy name will help build brand awareness among Chinese consumers and maximize sales.

RESULT:

Chinese name OstroVit

欧思萃薇 (Chinese PinYin: Ōu sī cuì wēi)

The name “欧思萃薇” (Ōu sī cuì wēi) contains 4 different Chinese characters.

1. “欧” (Ōu), pronounced like “O,” means “Europe,” indicating that OstroVit is a brand from Poland in Europe.
2. “思” (sī), pronounced similar to “S,” means “thoughtful and determined,” representing OstroVit as an innovative and ambitious brand.
3. “萃” (cuì) sounds similar to “tro” and carries the meaning of extraction, refinement and purity, emphasizing that OstroVit’s products are of high quality and laboratory tested.
4. “薇” (wēi), with a pronunciation similar to “Vit,” symbolizes vitality and continuous growth, suggesting that OstroVit is constantly evolving and improving.

欧思萃薇，来自波兰的健康卫士

OstroVit, a health guardian from Poland

Based on the English logo, extract the corresponding strokes to form a new Chinese logo. The strokes marked in purple are the corresponding strokes between the Chinese and English logos, provided to give you a better understanding of our design concept.

If you think that a duplicate of your current website with content translated into Chinese is enough to succeed on the Chinese Internet, you are very much mistaken.

The Chinese have a completely different preference for both website design and functionality. They like it when there is a lot going on in a website, and sub-pages are at least twice as long as in the West. In addition, key information must be accessible directly from the home page, and every click should open a new window in the browser. The localization of its website was perfectly handled by the KFC brand – www.kfc.com.cn , entrusting the task to a Western-Chinese team of specialists who focused on a Chinese audience instead of copying the American model.

For the Chinese the most important thing is to build trust, which is why when creating a Chinese website it is more important to look from the perspective of Internet marketing than graphic design.

The website must have a simple structure and be easy to navigate, while at the same time contain a lot of graphically attractive content with an emphasis on call-to-action content.

A good example of understanding the needs of a Chinese audience is Estee Lauder – www.esteelauder.com.cn , a leading makeup brand that not only invested in a bespoke Chinese website, but also added an entirely new category of cosmetics dedicated to the Chinese market. 璀璨美白 (CyberWhite Brilliant Cells) because Chinese women love white skin. They have centered their Chinese side around this new product category.