Sub-brand Upgrade And Packaging Design Of Anhua Baishaxi Black Tea From The Perspective Of Rural Revitalization

In the process of promoting the national strategy of "village revitalization",Anhua dark tea has become a bright business card for rural revitalization and targeted poverty alleviation in Anhua County.Rural Revitalization relies on industrial revitalization.Anhua black tea is the leading industry with Anhua county characteristics.Therefore,to promote the local rural revitalization,we must take Anhua black tea industry as the goal.This topic takes Baishaxi,a time-honored brand in Hunan Province,as an example,through analyzing the advantages and disadvantages of Baishaxi,an Anhua black tea brand,and aiming at the existing problems of Baishaxi brand,from the perspective of design,through the creation of Baishaxi sub brand for brand upgrading and packaging design,to make the sub brand face the younger generation of consumer groups,and its purpose is to solve the problem of Baishaxi brand product consumer groups The age structure makes the traditional Anhua black tea fashionable.And mining local culture,the regional culture into the packaging design,the dissemination of local regional culture,so as to influence the brand effect through the value and wisdom of packaging design to help rural revitalization.This research will be carried out from the following levels: there are six chapters in this paper.The first chapter describes the research background,research purpose and significance,innovation and difficulties,as well as the research status of tea packaging design at home and abroad.Research methods through the investigation and analysis,literature research,case analysis to carry out the research.The second chapter describes the national strategy of Rural Revitalization and Anhua black tea,as well as the relationship between the two.The third chapter gives an overview of Baishaxi brand,and makes SWOT analysis of the brand,and concludes the problems existing in the current situation of brand packaging design.The fourth chapter introduces the brand positioning,consumer group positioning and brand advertising language of Baishaxi sub brand.As well as the thinking of sub brand packaging design strategy,mainly from the packaging vision,packaging materials,packaging structure,packaging concept.The fifth chapter is the presentation of Baishaxi sub brand packaging design practice,from logo design,font design,color selection,IP image design,packaging illustration design,packaging box design and final display effect.The sixth chapter is the conclusion of this paper.