Brand And Packaging Design Of The Shizhu Coptis With The "One Town,One Product" Strategy

"One Town,One Product",a national development strategy to respond to the "Belt and Road" initiative mainly refers to the in-depth excavation of regional cultural and historical characteristics,while closely combining industrial characteristics,to avoid the type of "100Towns,One Product" and to achieve the purpose of diversity development.Shizhu Tujia Autonomous County is known as the "Hometown of Coptis in China" and historically Coptis has been the royal tribute to imperial palace since the Tang Dynasty.However,As the most distinctive and precious products in Shizhu Tujia Autonomous County,Coptis has faced lot of problems in publicizing the product and attracting more customers,including lack of brand development concepts,simple and crude packaging,and essentially lack of good local brands which can best present the uniqueness and superiority of Shizhu Coptis.This article mainly focuses on how to enhance the brand competitiveness as the core to drive the upgrading and transformation of Shizhu Coptis products with the national "One Town,One Product" strategy and with the packaging design and regional "famous brand" shaping.The specific methods are mainly four steps: Firstly,find out the problems and reasons of the brand packaging design of this product through visiting and investigating the current status of Shizhu Copitisbrand packaging;Secondly,sort out and compare the brand packaging of herbal medicines at domestic and abroad,and summarize the representative regional characteristics of the successful herbal medicine brand packaging design;Thirdly,develop systematic,integrate and diversity packaging design in line with the needs of brand image display,develop serialization,integration and diversified packaging: from the packaging texture perspective,the outer packaging box will be mainly made of craft paper,and the inner packaging will be made of aluminum foil for component-typebe sealed packaging,to avoid dehydration and mildew caused by the infiltration of external water vapo;Fourthly,in brand building,combine the heroine Qin Liang Yu and the Tujia brocade pattern of typical Shizhu culture to highlight the regional cultural genes and vision symbol.The above research can not only drive local economic input but also promote regional culture,and objectively promote the production and sales of Shizhu Coptis products,and at the same time this example will provide reference for the brand packaging design of similar regional specialty products.