Brand Design Research Of Local Productions Based On Street Lifestyle

Since the reform and opening up, with the development of the national economy and the improvement of living standards, people’s lifestyle also has tremendous changes in the process of modernization. City life in a high speed leads increasingly fast pace of life and life pressure. The lifestyle shows a feature that is rich in content and single in form. A common problem of the modern lifestyle is blindly pursuing the high efficiency to achieve life goals, paying too much attention to the external way, and ignoring the original flavor of life. As a result, the modern lifestyle become blind and mechanization, are largely divorced from natural, alienated the spirit of traditional culture. In the context of lifestyle come to the same in worldwide currently, the traditional stuff will be increasingly valued which derived from the internal.As the regional of accumulation of city’s history and culture, the Old Street remains many spirit of traditional culture that can still influence people’s life emotions. This spirit exactly is the positive factor we need to inherit in the process of transformation that our lifestyle from the traditional to the modern. Design is an effective means of the optimization of lifestyle and guiding people’s values. Designers should take advantages of the wisdom of design to come up with the Old Street’s protection strategy. The modern lifestyle while retaining the characteristics of the national culture, realize sustainable development of diversified. The paper takes example of the restoration plan of XiangTan Old Street, elaborate the idea of "brand reversion" of the traditional local productions, it provides reality and rational design strategy to return Old Street lifestyle and inherit the regional cultural. As a combination of geographical environment and natural resources, local productions not only be regarded as a local characteristics of products, but also be given the internal meaning which including the special local culture, the special lifestyle and the special traditional craft. Therefore, The restoration of local productions brands has great significance to the sustainable development of the Old Street. Based on the design theory and the brand strategies such as packaging of local productions renovating, returning to the traditional shops, traditional way of sale promotion, traditional lifestyle accepted by people will be continued to make up the delight of people’s life. The paper will analyze the process of emotion and spirit reflected by folk cultural in design. It will be emphasized that the function of design innovation to the research value of Chinese traditional lifestyle and contemporary view of life, sense of worth and concept of consumption.