Research On The Packaging Redesign Of Time-honored Brands Influenced By Lane Culture

Lane culture is an urban culture around people's daily life.It is an important part of Shanghai's regional culture and it's also the epitome of Shanghai's modern culture.Lane culture reflects the past life and culture of the people in Shanghai and it contains profound cultural heritage and regional customs.Millions of children who were involved closely in the lane culture have fond feelings for it.Located in Shanghai,"San Yangsheng" has a history of nearly 100 years and it has been given "China's time-honored brand".But nowadays,its obsolete product packing isn't to consumers' taste,which makes its influence and sense of identity clearly on the wane.Therefore,the innovation of its product packaging looms ahead.This research starts with lane culture and takes the packing of "San Yangsheng" meal replacement powder series as an example to analyze the cultural characteristics,visual language features of lane culture and the current situation of "San Yangsheng" and to redesign the packing based on the combination of cultural elements and symbols of lane culture.In this research,literature review,field investigation,SWOT analysis,comparison analysis,questionnaire and interview are adopted.In the practice of design,this research has a new attempt to brand logo,packing structure,packing graphics and packing color by the thoroughness of cultural elements of lane.Using hand-painted illustration to upgrade the packing of "San Yangsheng" meal replacement powder series,this research promotes the development of lane culture and Shanghai time-honored brands from the perspective of packing design,which help improve the competitiveness of time-honored brands and spread lane culture.This research has four parts.The first part includes the general statement of the background,purpose,significance,content,methodology and the domestic and foreign researches on the lane culture and the packing of time-honored brands,which provides a theoretical basis for the following research.The second part briefly discusses the origin and development of lane culture,and summarizes the manifestations and content of lane culture.The third part summarizes the principles and methods of the combination of lane culture and the packing redesign of time-honored brands through some classic cases.Based on the above-mentioned theories,the last part takes "San Yangsheng" meal replacement powder as the example and conducts the detailed design by converting the cultural symbols of the lane into designing elements.