The Study On Brand Packaging Design Of Tao YuanMing Dark Tea Under The Background Of Cultural And Creative Industries

The cultural and creative industries first appeared in United Kingdom. It is the product of knowledge-driven economy which primarily based on innovation. Packaging plays an important part in visual communication profession, and it has a new development trend under the development of cultural and creative industries. As the most national, regional featured products of Hunan, AnHua dark tea has a different packaging design from its similar products. It needs not only meets the general requirements of tea packaging, but also highlights the traditional culture of Anhua dark tea as well as combining the unique national culture and regional culture into the packaging of Anhua dark tea, fully represent the long history, unique culture and typical regional character of Anhua dark tea.This paper is guided by modern packaging design theory,using methods like survey research, document research, and comparative study, analyzing the nature, history and culture background as well as current market situation of Anhua dark tea. The primary data of TaoYuanMing dark tea was collected through field trip. Based on the study of Taoyuanming brandpackaging design, this paper put forward the question from the cultural and creative industries perspective that how to innovate brand packaging design under the new era of cultural and creative industries. This paper will be divided into four parts:The first part is introduction. It mainly discusses the background, current status, content and meaning of this topic.The second part is mainly discusses the development status of culture of Anhua dark tea and brand packaging design of Taoyuanming. It includes the development status of brand packaging design both at home and abroad, the Taoyuanming brand and its development status on packaging design.The third part is the cultural construction and branding of packaging design of Taoyuanming brand. They have a very outstanding design team and they have established their brand image since the establish of their brand name. Taoyuanming,just as its name implies, is the combination of ceramic and dark tea. The ceramic stands for the ancient exquisite ceramic art of Changsha kiln. The dark tea stands for high quality and Hunan specialty of Anhua dark tea. Both these two items are precious national intangible cultural heritage. The enterprise team pin point their brand positioning that is dark tea cultural andcreative industries. Their core brand packaging design concept based on the creative. It promote the national culture(include Buddhist culture, auspicious culture, red culture and so on)and artfully blend in the local culture of Hunan(include Xiaoxiang eight sights figure, Yongzhou female book,exorcising opera in western Hunan, Changsha kiln and so on),reflecting the rich cultural connotation of product packaging and presenting the culture of current times. The shape of brand image is very important to packaging design of Taoyuanming band.This paper analyzes the overall brand innovation and comprehensive model of brand personality.The fourth part is mainly explore the brand visual elements of packaging design, integrating their unique design concept,establishing a huge innovative packaging design system from packaging structure, packaging modeling, packaging texture and packaging plane form design elements(including character design, graphic design, color design, seriation). It finally becomes the most cultural featured and commemorative present to give business partners, administration leaders or to collect as tourist souvenir.This paper hope to deconstruct and analyze its essence,hope to provide reference resources for designers who designbrand packaging under the background of cultural and creative industries. So, it has cultural, artistic, economic value to study brand packaging design under the background of cultural and creative industries.