鲜土农
绿色天然，自然之道
项目背景：
本次任务为黑龙江食品有限公司企业（品牌）中英文命名；主要经营天然、原生态的有机食品业务；要求行业属性强，为日后的长远发展奠定基础；充分体现环保行业风格，与竞争对手形成良好的形象区隔；符合目标受众的习惯，得到受众的认可和接受。
有机食品的生产体系有机农业的概念起始于20世纪的20-30年代，最先由德国和瑞士提出，其起因是人类进人20世纪以来，随着新的知识、新的技术的发展和工业化程度的提高，特别是化学工业的发展，传统农业受到了极大的冲击，农业生产方式的革命使农业在一定意义上已经改变了其原有的特性。
Background of the project:
The task is naming for the Hei Longjiang Food Enterprise Co. Ltd (brand) in Chinese and English, which mainly engaged in natural organic food business. It requires a strong sense of industry attributes to lay a foundation for the long-term development in the future, fully reflect the environmental protection industry style, form a good image different from other competitors and meet the target audience's habits, to get the audience recognition and acceptance.
The concept of organic food, organic agricultural production system is started in 1920s to 1930s. It’s first proposed by Germany and Switzerland. The cause is that since we entered twentieth century, with the development of new technological, new knowledge and degree of new industrialization, traditional agriculture has been greatly impacted.
面临挑战：
2010年我国共有有机食品生产企业1202家，生产有机食品5598种，有机食品国内认证面积达到3673.56万亩。2010年有机食品国内销售额为145.39亿元，出口总额达到0.95亿美元。
近年来，苏丹红、三聚氰胺、瘦肉精以及转基因等名词相继出现在人们的日常生活中，食品安全问题成为民生的头等大事。于是，打着“无污染”、“纯天然”标签的有机食品越来越受到消费者的关注。
在中国，有机食品是朝阳产业，目前认同有机的人群数量还有限，但是随着安全意识的进一步增加，有机产品正在成为高端人群的高关注类别。现在有机食品在整个食品行业市场份额中所占的比例还很小，估计还不足1%，但政府政策的支持将为有机食品的发展打造一个美好的未来。
Facing the challenge:
The number of organic food production enterprise was reached 1,202 in China in 2010, which produce 5,598 kinds of organic food, and the total area of certificated organic food reached 36.7356 million square meters.
In recent years, nouns sudan red, melamine, clenbuterol and transgenosis have appeared in people's daily life. The issue of food safety has become the top priority for the people's livelihood. So, the organic food with the label "no pollution", "pure natural" is getting more and more consumer concern.
Organic food is a sunrise industry In China. The number of people who currently recognize organic food is still limited. But with further increasing safety consciousness, organic products are becoming the high concern category of the high-end crowd. Now the share of organic food in the entire food industry market is still very small, estimated less than 1 percent, but the support of government policy for development of organic food will create a bright future.
解决方案：
先知命名团队根据其公司特点和要求为其命名“鲜土农”，名称以蔬菜及食品的新鲜为创意核心，结合黑土地农业的发展特性命名；寓意企业在行业中的发展能够永远保鲜持久，农产品能够新鲜营养，以及土特产，特产农业的新概念；同时，名称整体格局大气简洁，行业属性元素极其丰富，具有积极行业联想，有助于企业未来传播推广。
英文命名为Soiresh，从中文“鲜土农”的含义而来，soiresh是soil和fresh的结合，soil是“土壤，土地”，fresh是“新鲜的，清新的”，与“鲜土农”的中文意思相匹配，同时从发音上讲，Soiresh与中文“鲜土农”发音近似，名字易于联想记忆，利于人们口口相传。
The solution:
Wevin naming team according to the characteristics and requirements of the company named it "Xian Tunong", which takes the fresh of vegetable and food as its creative core as well as the development characteristics of black agricultural land. It means the development of enterprise in the industry can be lively and lasting forever and agricultural products is fresh and nutrition as well as the new concept of native products and agricultural products. In the same time, the overall pattern of the name is terseness and contains an extremely rich industry property elements, which have a positive industry association that good for the enterprise’s future propagation.
English name is Soiresh, which comes from its Chinese name "Xian Tunong". Soiresh is a combination of soil and fresh. Soil means "earth and land", fresh means "clean and clear", which match its Chinese meaning. Besides, view from the pronunciation, Soiresh is similar to the sound of its Chinese name. The name is cathcy and easy to associate and remember, to good for its word-of-mouth communication.
