Secret Cellar Wines

We are an online retailer of wine in Mainland China, the investors are the Chairman and Senior Partner of China's largest law firm. TARGET MARKET: in general affluent Chinese, under 35, probably educated outside China. We will also have a focus on wine products for women, who are generally ignored by the global wine industry. However, the name should also not be too feminine that is alienates men. LEGITIMACY: In the China market fakes often outnumber real products. As a result, legitimacy is a key concern and should be addressed in the branding. In China everything foreign is seen as significantly more legitimate than anything Chinese. Therefore the brand needs to start as a Western brand that is translated to Chinese. We will do the Chinese translation, you do not need to worry about the Chinese name. Names that are obviously made by westerners for Chinese are easily recognizable by consumers and are generally rejected. Examples are "Red Dragon Wines" or "The Grape Wall of China". Another issue is that wine is often intimidating, so the branding must not make this worse. For example, "The Wine Connoisseur" or "Black Tie Wines" increase intimidation. At the same time we do not want the name to be too fun "The Wine Monkey" is too playful and is not serious enough. SEARCHABLE: It should be something that is not so generic that it is difficult to search for on the internet. For example "The Wine Merchant" or "The Wine Barrel" are too generic