Labbrand Creates New Alphabetic Name MAEZIO for Covestro’s New Class of Thermoplastic Composite Materials

Created by Labbrand

Covestro, the German-based polymer materials manufacturer, introduced its new class of thermoplastic composite materials – Continuous Fiber-Reinforced Thermoplastics (CFRTP) – to the world with the alphabetic name MAEZIO created by Labbrand.

Covestro is a global manufacturer of polymer materials for a wide variety of industries. Made of ultra-thin tapes that are laminated to each other at certain angles to form sheets, CFRTP composites combines the aesthetics and power of metal with the flexibility and design freedom of plastic. The material is extremely light, thin, while also being rigid and firm.

To enhance the market impact of this global brand, Labbrand, the leading China-originated global brand consultancy, worked closely with Covestro to debut the global brand name for the new class of material. Market audits were conducted by Labbrand to garner insights on the industry as well as other adjacent businesses. A co-creation workshop was also held between Covestro and Labbrand to hone in on core brand attributes and the desired tonality for the nascent brand.

After testing 12 shortlisted names in 15 global languages to ensure extendibility to all target markets, MAEZIO was selected as the final choice by Labbrand’s linguistic experts based on its readability, sound and meaning. MAEZIO is inspired by the word ‘maestro’, meaning master in Italian, evoking the idea that Covestro is the master in thermoplastics product innovation with the introduction of MAEZIO. The musical undertones also resonate with Covestro’s brand tagline, “Tune the World.” 

The CFRTP team’s innate creativity fueled our lively collaboration on the name MAEZIO. The strong, imaginative name will launch the brand forward as it innovates the materials industry.” Allison Rose, senior consultant at Labbrand, expressed. 



Labbrand is the leading China-originated global brand consultancy with a rapidly expanding global footprint that includes regional operations in APAC (Shanghai, Singapore), Europe (Paris), and North America (New York, Vancouver). We lead branding journeys and facilitate implementations to light up companies and products with the power of your brand. Through brand innovations, we steer brands towards unrivalled brand space. On our journeys we Create, Grow and Disrupt to build resilient brands in dynamic markets. Our cross-disciplinary approach in research, strategy, naming, design and digital gives us the foresight and ability to guide brands beyond the status quo.



Covestro is a world-leading manufacturer of high-tech polymer materials for all key industries based in Germany. The company develops over 10,000 products in three core areas: polycarbonates, polyurethanes and coatings, adhesives & specialties. Combining the spirit of a start-up with the expertise of an established global leader, Covestro aims to drive innovation through credible science, sustainability and economic viability. 

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