Research On The Application Of Urban Convenience Store IP Image Design Based On Shenyang’s Regional Culture

Urban convenience stores play an important role in modern city life,and IP image design has become one of the critical marketing strategies for urban convenience stores.Shenyang,as a city with a long history and culture,has great room for development in IP image design.This study is intended to explore the application of IP image design for urban convenience stores based on Shenyang’s regional culture.The connection between urban convenience stores and IP image is explored,and the importance of IP image construction for municipal convenience store brands is derived.Secondly,the study finds that integrating regional culture into the IP image design of urban convenience stores can increase the sense of regional characteristics and cultural atmosphere of urban convenience stores and improve consumers’ brand recognition and loyalty.At the same time,the IP image of urban convenience stores becomes a medium to promote the provincial culture to the public and improve the visibility and competitiveness of the city.Therefore,it is necessary and relevant for urban convenience stores to create an exclusive trademark IP image combined with regional culture.This study takes the IP image design of Shenyang city convenience store as a specific case.Firstly,we analyze and study the IP image design cases of urban convenience stores at home and abroad.Then,a general overview and detailed analysis of Shenyang’s regional culture were conducted.It is found that among the Shenyang regional culture,the Xinle site does not have the promotional strength and visual image that rival similar cultural museums.Therefore,this paper selects the Shenyang Xinle culture as the cultural core of the design of the IP image of the city convenience store.The intention is to encourage the Xinle culture through the IP image of the city convenience store,and at the same time,the Xinle culture also makes the IP image of the city convenience store more affinity and storytelling.Based on Xinle culture,the IP image of Shenyang city convenience store is designed and positioned on the levels of personification,emotional shaping and story setting to form an IP image in line with the cultural attributes of Xinle in Shenyang.Then,by taking the color of the cultural relics excavated from the Xinle site.We extracted the elements of Xinle culture and designed four IP images "New Joy Family" for Shenyang City Convenience Store.IP images were also derived from the VI products of the convenience store,as well as IP image active extension,clothing extension,expression packs,illustrations,etc.