Shaanxi Kiwifruit Brand Design And Applications Based On Regional Cultural Characteristics

Shaanxi is a major province of fruit industry,and kiwifruit is also a key economic crop.Under the background of the country’s rural revitalization strategy and cultural strategy,it is of great significance to explore the application of Shaanxi regional culture in Shaanxi kiwifruit brand and create a kiwifruit brand with Shaanxi regional characteristics.By analyzing the existing theories of brand design and regional culture,this paper summarizes and extracts the overall process framework of brand design.By analyzing the application cases of regional culture in brand design,it summarizes four design principles of regional culture applied to brand design:differentiation,relevance,integrity,epochal and aesthetic characteristics.This paper analyzes the advantages and disadvantages of Shaanxi kiwifruit industry by means of field research,competitive product analysis,and questionnaire survey.On this basis,the brand design strategy of Shaanxi kiwifruit is summarized:the product highlights the sweet and sour taste and seasonal freshness of Shaanxi Green Heart kiwifruit,and the brand visual design makes good use of Shaanxi’s Qinling culture,ancient city culture and other regional cultures to create unique visuals Symbols,brand design content is expanded with brand logo and IP image design as the core visual elements.Finally,the Shaanxi kiwifruit brand-Qin Xiaokiwa was created,and the design of the brand’s logo,IP image,packaging,marketing advertisements and other contents was carried out.Qin Xiaomi’s brand design not only has research significance,but also has practical economic significance.In the future,the author will further verify and apply it in practice,and further study more possibilities for the integration of Shaanxi regional culture.