Brand Innovation And Packaging Design Of "Chengbu Tea" Under The Background Of Rural Revitalization

In recent years,under the strategic deployment of rural revitalization,rural industries in various regions have developed rapidly,among which the market demand for agricultural products is becoming more and more obvious.Promoting the sales of agricultural products to promote the development of rural economy has become one of the important ways to implement the strategy.With the deepening of Rural Revitalization and the continuous attention of design discipline to social issues,the thinking mode and method of using design to empower rural creativity are worth studying.Taking the tea garden village of Chengbu County,Shaoyang City,Hunan Province as an example,facing the existing problems such as the decline of the industry,the lack of cultural heritage,and the hollowing out of the village,this project carries out brand innovation and packaging design practice of "Chengbu tea" by means of investigation and research,literature review and case analysis The development of mobile industry can promote the inheritance and development of regional culture,and then promote the return of young labor force.Through this case study,we can think about how to use brand and packaging design to promote the development of rural areas under the background of Rural Revitalization Strategy.This paper will be carried out from the following levels: The first chapter describes the research background,purpose and significance of the subject,analyzes the research status and level at home and abroad,draws experience from it,puts forward the research perspective and innovation points of the subject,and builds the research framework;The second chapter rediscovers the regional resources of Chengbu tea garden village through field investigation,and collects the data through market research And analysis to clarify consumer and market demand,further get SWOT analysis,provide the basis for later design;Chapter three puts forward the design method with regional culture,sustainable development and creative industry mode as the key point,and on this basis,design thinking of "Chengbu tea";Chapter four based on design thinking from "Chengbu tea" brand positioning,brand culture,brand Visual and brand IP four aspects of brand strategy design;The fifth chapter is the brand strategy of " Chengbu tea" packaging design,mainly from the packaging specifications,packaging materials,packaging vision and packaging structure four aspects,and on the basis of reflecting the brand strategy elaborated the packaging thinking of other agricultural products in the tea garden village;The sixth chapter further narrate the promotion strategy thinking of "Chengbu tea" brand from three aspects of brand promotion,brand display and new media means;The seventh chapter is the conclusion,which summarizes the whole paper.