| With the "Healthy China 2030" strategy being proposed and the improvement of the national health consumption level,the vigorous development of the pharmaceutical industry and the adjustment of the industrial structure have been promoted and pharmaceutical companies have been upgraded.In such a fierce competition,shaping the OTC medicine brand and creating the brand concept is of crucial importance to improve the competitiveness of pharmaceutical products.As an old Chinese enterprise,a good market foundation has been laid for Wuhan Jianmin Group in the field of health and medicine for its pediatric brand "Longmu".Currently,the"Longmu" brand is challenged by the strong competition of similar competitive products and the upgrade of new consumption.There is a clear distance between the leading brand and"Longmu" brand in terms of visibility,utilization rate,and the only brand used.Under such circumstance,it is of great significance to re-explore the connotation of the brand by combining creativity and design throughout the brand and products,and to upgrade Longmu ’s unique product advantages to a value-level competitive advantage.Based on this,this paper first analyzes the concept,current situation,problems and principles of OTC medicine brand visual image design.Then,this paper summarizes the company’s current status and development process of Jianming Pharmaceutical’s "Longmu"brand,figures out the advantages,disadvantages and core competitiveness of the company using the " SWOT" analysis method and carries out the preliminary design research to refine the"Longmu" brand,analyzes specific strategies of visual image of "Longmu" brand.Finally,this paper determines the visual recognition system,creates the cartoon IP image of"Longmu" through design practice,which achieves the unification of the entire image from medicine packaging to brand promotion.It is hoped that the theoretical research and design practice of this paper can provide reference for the brand construction of OTC medicine. |
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