We have experienced a “transformation” with everyone. Our name has changed from “Caramel Reading” to “lightin light foreign language”, “lightin” is pronounced in English as /laɪˈtɪn/, and the homophonic sound is “Let’s listen”. The logo has changed from a seal like a book cover to a light Through the door.
In fact, in the process of brand renewal, our friends have always been excited and worried: do you like the new name? Can the thought behind “lightin light foreign language” be conveyed to you? Caramel has been with everyone for so long, will it be difficult for everyone to accept such a change?
After was released, the WeChat backstage and community were instantly filled with comments from everyone. Many people said they still like caramel, and all kinds of doubts were heard. Although we are psychologically prepared, seeing everyone’s deep feelings for Jiaotang still makes us feel touched and guilty.
I am touched that every lesson that Caramel has carefully designed for everyone in the past, and every day spent with everyone in the community, we are really happy to be liked and recognized by so many people. The guilty thing is that the intention and hope behind upgrading the brand didn’t even communicate with everyone who got along day and night. I’m really sorry.
We were born in reading, and the friends who read the original English and Japanese books are our first batch of users. Later, according to everyone’s needs, we have successively developed new courses with lower threshold, closer to life, practical and more interesting. Thanks to everyone, we have slowly grown up.
With more and more users joining, we gradually discovered that “Caramel Reading”, a quiet brand positioning, is beginning to find it difficult to carry the rich and diverse learning needs and spiritual world of users’ friends. This makes us think: You love life, love language learning, and are curious about the world. What product positioning can better satisfy your interesting souls?
After struggling for a period of time, we are finally determined: caramel is our starting point and represents our original intention to bring everyone warm and company. With this original intention, we will accompany more users on a warm and burden-free learning path with a more tolerant and diverse attitude.
So, “lightin foreign language” inherited the mission of “let the light in” (let the light in) with caramel, and the new spirit of “light & in” (light & in) was born.
starts with reading, not just reading.
We hope to be a ray of light on your growth path, to accompany you in the days of your persistence and hard work; we hope to be a door for you to explore the world and connect with you through language.
This is our original intention, and it is also our intention to upgrade to “lightin”. In the future, “lightin” will continue to accompany everyone to the wider world with caramel ingenuity and warmth. Please give us time to tell more love.