Xiangtan Zhongyou Traditional Food Cultural Products Brand Planning And Design

In today’s rapid development of global economy and culture,in order to reduce the impact of foreign culture on local excellent traditional culture.As an important part of excellent traditional culture and an important symbol of the historical and cultural achievements of a country and a nation,intangible cultural heritage has received great attention.Zhongyou Food Trade Co.,LTD.,located in Xiangtan City,Hunan Province,is the only time-honored brand of Intangible cultural Heritage in Xiangtan.However,due to the lack of brand communication in Xiangtan Zhongyou and limited consumer groups,its market influence is insufficient at the present stage,and it is gradually replaced by emerging market groups.So for xiangtan friends to complete a set of regional and identification of the brand visual identity system and a series of packaging design is very necessary.First of all,use case analysis,analysis and generalization to analyze the materials,shapes,colors,techniques and other aspects of the intangible cultural heritage pastry,and use literature analysis and field investigation to investigate and analyze the intangible cultural heritage culture of Xiangtan Zhongyou traditional food,so as to understand the intangible cultural heritage culture and historical context of Xiangtan Zhongyou,and get the brand advantages.Thus,the design principles and positioning of zhongyou’s brand identification system are analyzed,and the brand style of Zhongyou’s intangible cultural heritage culture is determined based on market research,and the brand visual image design with regional and identification is carried out.Finally,according to the visual image of the brand to extend its intangible food packaging,in view of the market and consumer demand,design in line with the brand essence,series of accord with the characteristics of food,packaging,to eventually become the "originality","simple" brand recognition system with "retro","delicate" product packaging xiangtan and all the friends of intangible brand design practice,The traditional time-honored brand image design achieves the dual purpose of form aesthetic feeling and application practice,and also provides new ideas for the visual image design of traditional intangible cultural heritage food.