Background of the project:
The task is naming for the Hei Longjiang Food Enterprise Co. Ltd (brand) in Chinese and English, which mainly engaged in natural organic food business. It requires a strong sense of industry attributes to lay a foundation for the long-term development in the future, fully reflect the environmental protection industry style, form a good image different from other competitors and meet the target audience's habits, to get the audience recognition and acceptance.
The concept of organic food, organic agricultural production system is started in 1920s to 1930s. It’s first proposed by Germany and Switzerland. The cause is that since we entered twentieth century, with the development of new technological, new knowledge and degree of new industrialization, traditional agriculture has been greatly impacted.
Facing the challenge:
The number of organic food production enterprise was reached 1,202 in China in 2010, which produce 5,598 kinds of organic food, and the total area of certificated organic food reached 36.7356 million square meters.
In recent years, nouns sudan red, melamine, clenbuterol and transgenosis have appeared in people's daily life. The issue of food safety has become the top priority for the people's livelihood. So, the organic food with the label "no pollution", "pure natural" is getting more and more consumer concern.
Organic food is a sunrise industry In China. The number of people who currently recognize organic food is still limited. But with further increasing safety consciousness, organic products are becoming the high concern category of the high-end crowd. Now the share of organic food in the entire food industry market is still very small, estimated less than 1 percent, but the support of government policy for development of organic food will create a bright future.
Wevin naming team according to the characteristics and requirements of the company named it "Xian Tunong", which takes the fresh of vegetable and food as its creative core as well as the development characteristics of black agricultural land. It means the development of enterprise in the industry can be lively and lasting forever and agricultural products is fresh and nutrition as well as the new concept of native products and agricultural products. In the same time, the overall pattern of the name is terseness and contains an extremely rich industry property elements, which have a positive industry association that good for the enterprise’s future propagation.
English name is Soiresh, which comes from its Chinese name "Xian Tunong". Soiresh is a combination of soil and fresh. Soil means "earth and land", fresh means "clean and clear", which match its Chinese meaning. Besides, view from the pronunciation, Soiresh is similar to the sound of its Chinese name. The name is cathcy and easy to associate and remember, to good for its word-of-mouth communication.