Catering Brand Image Design And Derivatives Development Research

With the rapid economic growth and the gradual increase in national income,the public's consumption philosophy and consumption methods are constantly changing.In the context of the continuous introduction,absorption,and innovation of Chinese cultural and creative product design,some traditional catering brands are also facing pressure to change,adopting a brand image,developing derivatives that conform to the current aesthetic point of view,and using new publicity methods to give the old With new vitality,the brand has become a trend to enhance the old brands.This topic takes Jinan's "Yanxitang" brand as the representative for research and analysis."Yanxitang",as a well-known brand operated by Lunan in Jinan City,is currently under the pressure of brand revitalization.Due to the lack of brand image design,single form of publicity,and weakening of the image,Yanxitang has become dusty,which makes it difficult to integrate into the trend of modern diet and cannot be widely recognized by consumers.It has also become an urgent problem to be solved in the revitalization of traditional catering brands.Therefore,through the improvement of Jinan's "Yan Xitang" brand design and the development of cultural and creative design,to explore its cultural connotation,and exert the influence of the gold signboard,let more people understand and like "Yan Xitang" and let the brand play Function to help merchants achieve good social and economic benefits.This article describes and explores the development status of the "Yanxitang" brand,the brand image upgrade and the derivative development of cultural and creative products.Sort out the development history of "Yanxi Hall",research and grasp its existing image and style,learn and think about the design of some excellent catering brands at home and abroad and the development of derivatives,and explore the development and optimization of traditional catering brands law.Using visual communication design professional methods and relevant theoretical knowledge combined with the original brand culture and development ideas of "Yan Xi Tang",integrating new ideas and adopting new methods to carry out cultural integration design of its brand.After the preliminary design research,the brand's own advantages were recognized,and the required design elements were extracted and summarized.The traditional elements in the existing cultural environment of "Yan Xi Tang" were displayed in abstract lines and graphical symbolic forms,which can intuitively present " The cultural heritage and style characteristics of the "Yanxitang" brand give traditional brands a new visual image effect.At the same time,applying modern design techniques to the promotion and design of traditional catering brands,including logo design,auxiliary graphic design,and brand application design,on the basis of innovation and remodeling around the fine traditional elements of the brand,develop innovative cultural and creative Products and interesting daily necessities allow consumers to taste the traditional taste and experience the modern design style during the meal,which is a magnificent turnaround for the old brand and provides a boost for the transformation and revitalization of the traditional catering brand.