Bringing the identity of the European giant to China

Branding | Naming | China

hGears AG is a German company engaged in the design and development of e-mobility and e-tools solutions, meaning electric applications in a diversified market landscape. HGears has achieved a global leadership position with its three production sites in Germany, Italy, and China. The three sites were created by the merger of two historic European companies, Herzog in Germany and Mini Gears in Padua, which was followed by the establishment of the Suzhou factory in China. After unifying the brand across all locations, hGears found the need to localize it for the Chinese market.

To meet this need hGears turned to Pleiadi International | Yixing, the Italian agency with the longest experience in the Chinese market.

Based on these premises, we conducted research with key corporate figures to identify the essence of the brand. Once identified, we created a map of the brand's expression territories from which we derived a long list of the most representative and memorable Chinese naming.

We then selected the shortlist, from which we ultimately derived the chosen naming. All this was done through a methodology we have refined over 30 years of experience in the field, capable of considering all aspects of relevance, from pure transliteration to semantic translation, passing through the essence of the product itself.