Research On The Application Of Old Food Brand Image Design Based On The Perspective Of Hunan Culture

Hunan Old Fashioned is the main carrier of Hunan food culture and an important crystallization of Hunan food culture.For a long time,Hunan old brands have been enjoying excellent quality reputation and brand image,and carrying the memories of several generations of people.However,with the evolution of history,the development situation of Hunan old brands is not optimistic.At present,Hunan old brands are facing the status of rapid decline,and a large number of Hunan old brands are in the predicament of difficult operation or even not being able to make ends meet.The decline and aging of Hunan old brands will lead to the gradual decline of their brand market status,therefore,how to break through the current predicament to reshape the brand of Hunan old brands has become the primary task facing the development of old enterprises at present.Based on the consideration of reviving Hunan old brand,the author made an in-depth research and analysis on the historical development of Hunan old brand and Hunan culture brand,and then found that Hunan old food brand image contains deep Hunan culture heritage,showing visual characteristics such as nationality,culture and tradition,but with the rapid development of economy and culture,there are weak brand image standardization,single visual image,and lack of innovation.Lack of innovation and other confusion,and brand image as one of the most important development tools for enterprises,rebranding is an important breakthrough point for the rise of Hunan old brand.On the basis of exploring the inner connection between Hunan culture and Hunan old brand,this study analyzes the characteristics of the old brand from the perspective of Hunan culture,takes brand image design as the entry point,studies the brand image of Hunan old brand in food category,and redesigns and promotes the brand image of Hunan old brand "Demolong",so as to promote the rise of Hunan old brand.The brand image of Hunan old brand "Demolong" will be redesigned and promoted,so as to provide reference for the rise of Hunan old brand and the development and growth of Hunan cultural industry,especially the inheritance of old industry in Hunan province.