Research On Fashion Design Of Brand Visual Identity System For Shanghai Style Pastry

With the recent years,red food gradually popular in the pastry market,a hit by the case of everywhere,resulting in many old and new pastries are waiting to try.Whether it is Shen Dacheng egg green rice ball,the International Peace Hotel butterfly crisp,or is still high for many years the abalone master,they are through the brand for many years the unique taste of the consumer's taste buds.But the author found that both the reputation of the old brand or popular new brand,the customer is through the brand tastes,star single product and other factors to brand division,keep in mind the brand name,pastry brand industry did not form a mature brand vision system.Due to the changing times of the times and the improvement of people's material life,people's demand for goods is not only the property of the goods itself,but began to focus on the pursuit of its fashion attributes.For the brand,"fashion" is part of the brand image shaping,is the art,design,culture and other aspects of the integrated,brand and fashion binding,better reflect the brand's culture and quality;for consumers,Fashion is beyond the material level to meet their spiritual level.As a result,fashionable branded products are more successful in attracting consumers.This paper takes the brand visual system design theory as the starting point,studies the network spread quickly red brand food shop,understand the new and old brand cakes in Shanghai brand identity and visual recognition system,its brand marketing,visual recognition system,consumer psychology Elements of the comparative analysis,and then summed up the elements of its success,focusing on the implementation of the visual identification system,to explore its shop visual identification system,brand logo and food packaging and other fashion design,summed up their experience,used in Shanghai old pastry Design and transformation,and is committed to creating a young,fashionable old pastry visual identification design system to complete the perfect match of the West Cake brand.