SHANGHAI, February 28, 2019 – Dove, a brand of chocolate made and marketed by the Mars company, launched its Supreme Michelin chocolate line dove product name Artés with the Chinese name created by Labbrand.

Founded in 1939 by Greek-American founder Leo Stefanos, Dove creates chocolate indulgences that are made to savor. Every Dove chocolate treat is made with careful attention to its quality, ensuring a silky, smooth texture and lingering taste. The brand now offers a wide range of chocolate bars and ice creams.

Labbrand, the leading China-originated global brand consultancy, worked closely with Dove to create the Chinese name, 德芙爱缇诗 [ài tí shī], for its new chocolate line Artés.

爱缇诗 [ài tí shī] is a romantic name that brings a feeling of warmth and intimacy to consumers. 爱 [ài] means love, 缇 [tí] describes a reddish orange hue, which is commonly associated with the feeling of warmth and love. Finally, 诗 [shī] translates to poetry, a connection to the notion that falling in love is poetic. Through the romantic imagery created by words associated with colors and emotions, the final name 爱缇诗 [ài tí shī] not only shares a strong phonetic link with the brand’s alphabetic name Artés, but also embodies the feeling of love and intimacy.

“It is glad to discover so many product innovations from Dove recently, which we believe will help the brand to rejuvenate its image and to better engage younger generations. The name 爱缇诗 feels artistic and exquisite, representing the artisanship and craft embodied by Dove when it comes to producing high-quality chocolate.” Judy Wang, Creative Director of Labbrand, expressed. 

About Labbrand

Labbrand is the leading China-originated global brand consultancy with regional operations in APAC (Shanghai, Singapore), Europe (Paris), and North America (New York, Vancouver). We drive forward the positive power of branding. Leading brands on impactful journeys, we create meaningful brand experiences by bringing together excellence in research, strategy, design and verbal identity.

Dove Product Name – About Dove

Founded by Greek-American founder Leo Stefanos, DOVE® Chocolate has been a rich family tradition since its creation. DOVE® Chocolate creates chocolate indulgences, careful attention is paid to quality, ensuring a silky, smooth texture and delicious, lingering taste. From DOVE® PROMISES® Chocolate to the now iconic DOVEBAR® Ice Cream; all of DOVE® Chocolate treats are made to savor.