Study On The Application Of Nanjian Culture In The Design Of Local Tea Brands

Nanjian has a unique and mysterious traditional and national Yi culture.It used to be an important central point of the ancient Tea Horse Road.The tea culture of Nanjian has great social and cultural values.Carrying the inheritance and development of the Nanjian Yi culture is also an important force to promote the economic development of Nanjian.In the long-term development process of Nanjian native tea,the quality of products is stable and progressing with the improvement of production technology,but the lack of market vision and brand awareness is weak.It`s tea brand design lacks science,system,nationality and regional characteristics.The uniqueness of Nanjian culture and the visual elements in its culture have not been reasonably interpreted and applied in the design of local tea brands.This study uses the field research method,literature analysis method,case analysis method and interview method to research and refine the Nanjian Yi culture,it draws on the colorful visual elements contained in the Yi culture.This paper analyzes the problems existing in the design of local tea brands in Nanjian,and proposes the method of applying Nanjian culture,Yi characters,totem elements and color elements to the design of local tea brands in Nanjian.Practical questions provide design ideas and lessons.This study is guided by modern design methods,and practiced in the Nanjian local tea brand “Phoenix Tea”meanwhile the rationality and correctness of theoretical research is tested.The local tea brand design based on Nanjian Yi culture is intended to provide theoretical reference for Nanjian local tea brand design and other mimetic study of Nanjian culture or local tea brand.