Historical Inheritance And Brand Innovation Of Old Firm

With the passage of time and the progress of the ages,especially after China's reform and opening up implemented the market economy system,as once could be included in the business tycoon series of the old Firm brand's operating status is generally not too optimistic,because most of the old Firm brand's management can not be adjusted according to market demand,and do not prepare for a good business transformation,the final result is that the enterprise is facing the verge of collapse and even bankruptcy.From the analysis of food packaging brand of old Firm,many brands can not show their own product characteristics to consumers,so than they can not arouse consumers' desire to buy.This topic through the market research on the flower and fruit series in Jiangxi "Ri Xinde",carries on the on-the-spot investigation and analyzes the old Firm "Ri Xinde" enterprise' s present situation of development,at the same time,combines with the relevant cases from the domestic and foreign similar brand packaging design,takes in-depth discussion of how to redesign the combination of inheritance and innovation for the old Firm "Ri Xinde" in the field of packaging design,its topic has a certain theoretical value and practical significance.Flower and fruit itself have a special production process,and it is non-material cultural heritage,through a full range of research on the flower and fruit series in Jiangxi "Ri Xinde",so as to playing a positive role for the traditional handicraft crafts inheritance and development.The author focuses on the historical inheritance and brand innovation of the old Firm in the specialty packaging,and has carried on the innovation design from the packing form,the packing pattern,the packing color and so on.Through the redesign on flower and fruit series in Jiangxi "Ri Xinde",to provide consumers with a different experience,continuous improvement of the visual and psychological impact,so that people can deeply feel the charm of the process of Pingxiang flower and fruit,experience the unique hand craft traditional food flavor and combination of natural food and carving art of exquisite national,melting feelings and national culture into the brand image.The flower and fruit packing design not only retains the local characteristic but also has the bright time characteristic,with the new visual feeling and the cultural influence.