Xiaogan Rice Wine Packaging Design Research

Xiaogan rice wine is one of the most famous unique traditional Chinese foods due to its properties of fragrance, taste sweet as well as colour and lustre colorful. With the rapid development of economy and society in China, more and more people tend to put forward higher request in the field of food types, mouthfeel and package design, etc. It is well known that the Xiaogan rice wine is often considered as the typical seasonal food. For most people, the rice wine is remembered only when the Lantern Festival or Spring Festival comes. As a consequence, it is necessary to further improve the marketing strategy, product development and package design to meet the market requirement.The main purpose of packaging makeover is to improve the product's consumption value, sales volume, and then to establish enterprise brand image and stimulate consumer spending. In addition, the packaging makeover tends to strengthen the propaganda of rice wine culture, culture rice wine consumption groups and guide the development of rice wine consumption market. In this thesis, we mainly focus on the packaging makeover for Xiaogan rice wine to further improve package handling. The purpose of this research is to enhance the development of Xiaogan rice wine by incorporating new package, corporate philosophy and market strategy.Before this work begins, I have reviewed the literature on packaging makeover for traditional Chinese foods and visited several museums to understand the rice wine culture, piety culture and the corresponding basic knowledge. In addition, I have done fundamental research on the consumption situation of Xiaogan rice wine and its current package to summarize the main problem of Xiaogan rice wine package. By considering the regional characteristics and market positioning, it is necessary to design the rice wine package accordingly. The first section introduces the research background, purpose, signification and related works. The main research methods introduced in this thesis is also proposed in this section.The second section summarizes the history and culture of Xiaogan rice wine, as well as the evolution of domestic rice wine at different historical periods. By considering the historical data, the development situation and tendency of Xiaogan rice wine is also analyzed accordingly. For the existing problems of irregular market management, unenlightened concept of brand and growing gap between enterprise, I propose to redesign the rice wine package in terms of integrated brand design and product subdivision by imposing the regional culture and innovative design.In the third section, I have made a detailed market research related to Xiaogan rice wine in terms of questionnaire survey, interview investigation and current brand package design investigation. The rice wine package mainly contains the following problems, lack of regional culture for brand appearance, simple market classification, old coarse packaging materials, conservative coloring, lack of connotation for font design, etc.The last section mainly introduces the strategy for packaging makeover of Xiaogan rice wine and emphasizes the characteristics and connotations of piety culture and rice wine culture. By considering the series packaging and appropriate brand positioning, as well as practical package instances, I will detailedly describe and summarize all elements related to packing makeover for Xiaogan rice wine.