Migros, the renowned Fortune 500 Swiss supermarkets established since 1925,
wanted to expand abroad with diversified products ranging from food, to skin care, home care and more.
In 2016 Migros elected China as a first foreign market foray. Instead of using the brand name ‘Migros’,
it created a new one: Orange Garten. Faced with massive brand/product localization challenges,
PLTFRM provided Migros with a full range of solutions from brand strategy to product packaging trans-creation and marketing plan.
VI guidelines localization to facilitate the brand’s recognition by Chinese customers;
Positioning strategy, encapsulated in a tagline “Delivering Swiss quality to Chinese homes”.
The Chinese name “欧瑞家” based on PLTFRM’s naming strategy, effectively transmitted European quality with a bit of history behind the brand.