China’s museums welcome around 1.5 billion visitors each year. Susie Gu, founder of Suzhou Vicrobo Consumer Products, saw an opportunity in the museum merchandise trade.
She supplies high-quality souvenirs and decorative items from Germany to numerous museum shops across the People’s Republic, securing them as customers. Naturally, the branding had to reflect its German origins. Kollaborat supported her idea and worked with her to develop a compelling brand positioning.
Brand Strategy for Artigon
One name, two worlds
Once the target audience, unique selling point and brand promise had been identified in a positioning workshop, the creative naming process began. A brand name for museum retail must work just as well in Leipzig as it does in Beijing. It must sound right, be legible, be protectable – and tell a story. Through a structured brand-naming process, we developed the name Artigon for Suzhou Vicrobo. The prefix Art stands for creativity, craftsmanship and quality. The suffix gon has a classic ring to it and conveys grandeur and professionalism. Together, they form a distinctive coined word that is easy to pronounce internationally and worthy of protection.
“We are delighted with Kollaborat’s approach and creativity.”
Susie Gu, founder
The Glitter in the logo
The brand concept promises “a twinkle in the eye, joy and sophistication” and is reflected in a compact typographic logo featuring a star. Kollaborat is advising Susie Gu’s team on the choice of logo and supporting them in implementing the brand by providing ideas and documenting the brand basics.
By registering the trademark with the German Patent and Trade Mark Office and the European Union Intellectual Property Office, we protect Artigon as a registered trade mark against imitators.
Project details
Client: Susie Gu, Suzhou Vicrobo Consumer Products Co., Ltd, Kunshan, China
Timeframe: July–September 2024
Industry: Wholesale of museum merchandise, gift items and souvenirs
Services: Brand strategy, brand naming, logo design, trademark registration in Germany and the EU
Team: Jakob Gleisberg, Hendrik Möller
