Research On Brand Visual Image Innovation And Design Of DeFa Chang Dumpling Feast

With the rapid development of economy and the improvement of people's life quality,China Time-honored Brand is playing an important role in China's catering industry.After more than 80 years of innovation and evolution,the famous Xi'an dumpling banquet has developed into an internationally renowned China Time-honored Brand restaurant brand.But these old-brand restaurants still face many challenges and competition,for the rise of other emerging food and beverage industry,old-brand food and beverage brands still need to enhance their brand image and product quality,to meet the needs of the Times.Therefore,in recent years,many time-honored brands began to promote their visual image,strengthen the vitality of time-honored brand image under the new marketing concept,and effectively maintain the position of time-honored brands in the market.In the research on the upgrading of the visual image of the "DeFaChang" dumpling banquet brand,the author first respects and emphasizes the original cultural spirit connotation of the "DeFaChang" dumpling banquet brand,and refines the core cultural value,this is the basis of visual image design and the source of creativity.Secondly,after sorting out the brand's strategic needs for visual image upgrading,and combining with modern aesthetic characteristics,the brand has carried out an all-round optimization design of the visual image of the dumpling banquet,which is not limited to aesthetic research,combining economics,psychology,regional characteristics and other aspects of the brand visual image research and innovative design.In this paper,the brand visual image of "DeFaChang" dumpling banquet is innovative studied and designed.Firstly,based on the research background,purpose and significance of this topic,the necessity of brand visual image innovation for the development of old brand is made clear.Secondly,it summarizes the Chinese dumpling culture,distills the relevant characteristics of Chinese dumpling culture,and establishes the theoretical background for the research of Xi'an "DeFaChang" dumpling banquet brand.Then it discusses the history,current situation,and cultural characteristics of the brand,and finds out some problems and shortcomings of the brand,thus bringingforward the creative factors of the brand visual image of "DeFaChang" dumpling banquet,it provides theoretical and design guidelines and innovative approaches to solve practical problems for the innovative design of the brand visual image of "DEFA long" dumpling banquet.Finally,according to the above theoretical premise,the author carries out the most suitable brand visual image innovation design practice for the "DeFaChang" dumpling banquet,which is beneficial to the "DeFaChang" dumpling banquet to enhance the brand influence in the future development.