The Packing Design Of Xinhua "Zhenshang Rice Wine" Brand In Meishan Folk Culture

In the middle part of Hunan,"Meishan culture" is a relatively well preserved cultural.There is a mysterious and primitive witchcraft culture since ancient times in this place.In this cultural background,there are many kinds of traditional culture and primitive folk customs which are full of academic value and leave extremely precious spiritual wealth and cultural heritage to Meishan descendants.Rice wine process is brewing tradition with a thousand years of history in Meishan region.This brewing process carries the emotions of Meishan descendants.In this project,we design a new rice wine brand based on Meishan folk culture and packing design of rice wine.This new brand that give consumers a new impression shows the cultural deposits,humanism connotation and native art atmosphere.This paper first introduces the background of the research,the "Meishan culture" and Meishan local customs.By analyzing the current research situation and the disadvantages of existing products,it is proposed that rice wine packing element should be extracted from regional folk customs and highlight the concept of brand packaging.The graduation project will introduce "Zhen Shang wine" brand positioning,logo design,extraction and redesign of decorative elements including the design method,the creation process,the design of the text,the choice of the color,the design of the packaging structure and the display effect of each scheme.Through the integration of ancient culture and humanistic connotation,we design a kind of rice wine packaging of Meishan folk culture.This kind of packing not only shows the aesthetic taste of ancient Meishan cave but also increase the added value of wine and local production and consumption.At the same time,this packing improves the economic value of ancient brewing technology and the rice wine culture.Through this graduation project,we deepen our understanding of native culture and traditional culture and combine with contemporary design theory and traditional culture,which make this project has cultural connotation.