Roquette is proud to announce the creation of the Chinese name of NUTRIOSE^® and rejuvenation of its visual identity.

NUTRIOSE^® is a soluble dietary fiber extracted from wheat or corn starch and is entirely from natural origins. Thanks to its remarkable technical properties, NUTRIOSE^® can easily be incorporated into a large variety of food products to provide health benefits including weight management, prolonged energy release, and prebiotic effects.

The brand attributes of NUTRIOSE^® are natural origin, preservation of the original taste, well being, and expertise. In its original English name, “Nutri” refers to nutrition, health and prevention, and “ose” is the scientific suffix for carbohydrates. Roquette wants to develop a local Chinese brand name that is easy to pronounce and remember for Chinese consumers and emphasizes these four attributes. To achieve these objectives Roquette worked with Labbrand agency on this project.  

In addition, Roquette modified NUTRIOSE^® original visual identity for the Chinese market by incorporating the Chinese name and product description into the existing signature. The rejuvenated visual identity will further assist NUTRIOSE^® brand to be recognizable and memorable for Chinese consumers. Both the meaningful Chinese name and tailored visual identity will assist NUTRIOSE^® in building a successful brand in China.
 

Source： web of Roguette