Yuanmeme Local Pastry Brand Image Design Practice

Due to changes in the market environment,economic development,and the emergence of new technologies,China’s pastry industry has rapidly developed,with a large number of Western pastry brands and types flooding the market,constantly impacting the traditional pastry market,especially the situation of local traditional pastry industry is even more pessimistic.Although bathed in the spring breeze of relevant national encouragement policies,due to the long-term stagnation of brand culture,slow product replacement,and lack of market operation,local traditional pastries cannot keep up with the pace of the market,and the original brand advantages gradually disappear with the aging of the brand.Yuanmeme,located in the Chengxiang Ancient Town,is such a local pastry brand.How to explore and use local and own regional cultural resources to reverse the current situation of the brand culture being blurred,activate the brand advantages,and reshape the distinctive brand image of Yuan Me Me is the issue that needs to be discussed at present.To solve the above problems,this paper adopts literature research method,field research method,questionnaire survey method,and case study method to study the research object,explore cultural values related to the brand,such as regional,humanistic,and historical aspects.Specifically,the following aspects will be discussed: First,summarize and sort out the relevant background policies and current research progress of traditional pastry brands,propose clear research objectives and research contents,and indicate the development direction for the later discussion.Second,through field research,understand the current situation of the Yuanmeme brand and analyze the shortcomings of the brand.Use field inspections and literature searches to sort out the cultural resources of Chengxiang Ancient Town where Yuanmeme is located,and provide design basis for subsequent design work.And by means of a questionnaire survey,sort out the consumption needs of Yuanmeme’s target consumers in the new market environment,and analyze excellent cases of similar brands,summarize their design rules and methods.Third,based on the previous research and investigation,propose and establish a suitable design positioning and design principles for the Yuanmeme brand image.Fourth,based on consumer demand,design principles,and actual situations,carry out the practice of Yuanmeme brand image design,and build a differentiated pastry brand image with regional characteristics,in order to inject new vitality into the Yuanmeme pastry brand and provide certain practical reference value for the development of similar pastry brand images.In-depth exploration of brand regional culture and brand reshaping through design is an effective way to recreate the image of local pastry brands.Through differentiated images,brand culture and core values can be highlighted,helping the brand establish a positioning that matches itself in the market and realize the value of the brand in the new era.