Research On Illustration And Derivative Design Of "Dezhou Braised Chicken" Based On Brand Rejuvenation

With the continuous progress,change and development of society,we have experienced many different cultural forms.When recognizing a brand,we have transitioned from the initial "word of mouth" to the now visual-centric communication system.The transformation of a publicity approach has made visual communication one of the most important cultural publicity methods in our society today.On the one hand,the creation and rise and fall of brands must be based on excellent quality as the first basis for brand survival,on the other hand,Then it is inseparable from the intuitive feeling that visual language brings to people.There are many traditional brands with a long history in China.Most of these brands have the richest experience and products with excellent reputation in their own industry.They have been developed and inherited to today,relying on product reputation and the trust accumulated by the brand for many years.However,in the context of today’s era,consumers,especially young consumers,when buying goods,whether the visual image of the packaging of the goods is fashionable has become one of the main conditions for buying goods.Therefore,these traditional brands have to For sustainable development,its visual symbols must conform to the visual cultural environment of today’s era,be brave to change,and possess some characteristics of the times.It is undeniable that the existing designs of many traditional brands have been unable to adapt to the rapid development of the market economy,and gradually began to be in an embarrassing situation forgotten.The author takes the famous traditional Chinese brand "Dezhou Braised Chicken" as an example.The form of expression is based on the cultural background and historical story of the brand as the main content,and uses visual design styles that are in line with the aesthetic habits of modern young people to design illustrations,and design derivatives of brand cultural and creative products.What kind of dilemma is the traditional brand facing in visual design,how to design the young and emotional traditional brand "Dezhou Braised Chicken",and how to use illustration derivatives to give the brand new ideas for innovative development on the basis of meeting the trend of the times It is the focus of this article to make "old brands" rejuvenate "new life".