Research On Visual Design Of Local Characteristic Catering Brand

Food is the priority of the people.Food culture is an important part of Chinese culture.With the rapid development of China’s catering industry and the promotion of brand,many regions are actively building local characteristics of the catering brand.Brand visual design is an indispensable part of the brand strategy of catering enterprises,which is of great significance in the construction,promotion and marketing of catering enterprises.Aiming at the related problems of visual design of local characteristic catering brand,this paper takes "Northeast iron pot stew",a unique catering form formed under the specific production conditions and cold natural environment in northeast China as the main research object,and discusses the path and method of visual design of local characteristic catering brand from the perspective of brand construction.The first part introduces the origin,formation and development of Northeast iron pot stew,outlines the connotation and development characteristics of local characteristic catering,combs the relevant theories of brand design,defines the elements of local characteristic catering brand construction,takes brand visual design system as the starting point,delimits the research category of local characteristic catering brand visual design.The second part is the investigation and analysis of local characteristic catering cases.According to the development status,representative catering brands are selected to analyze the reflection of their cultural elements in brand visual design through case analysis and field research.At the same time,other domestic characteristic catering brand cases are selected for supplementary analysis and research.Combined with the multidisciplinary knowledge required for catering design,the paper summarizes some common problems existing in the construction of local characteristic catering brand and the achievements achieved at the present stage.The third part puts forward the specific strategy of integrating regional characteristic elements into local brand visual design,establishes regional catering visual design system,and obtains the model of local characteristic catering brand construction.The conclusion part summarizes the results and opinions of this paper,and provides ideas and directions for the subsequent research.At present,the food and beverage industry in our country is developing steadily,consumers in personalization,high quality,diversification and brand also have the new pursuit,the characteristics of food and beverage for people to enjoy food provides more diverse choices,therefore,the local characteristics of food and beverage brands should be based on the local food culture,with brand visual image design as the carrier,food and beverage brand design and regional characteristics of culture fully combined.Through visual communication design,with the help of media in various fields,try multi-dimensional and multi-direction design possibilities,open up a new narrative way of visual design of local characteristic catering brands,promote the dissemination of regional characteristics of culture,and transfer traditional cultural values.