Research On The Application Of "Four Treasures Of Tea Food" Brand And Packaging Design In Huzhou Based On Tiaozha Culture

The Tiaozha culture has a long history and rich connotations.The cultural symbols based on tea,silk,lake pen,calligraphy and painting and Nanxun ancient town are the representatives of Huzhou urban civilization.Spreading the culture of Tiaozha and shaping the brand culture is undoubtedly of great significance for improving the visibility of Huzhou and promoting local economic development.Since ancient times,Huzhou has been the birthplace of tea culture,and there are many tea food products.Among them,tea is rich in rose sugar,cowhide peach,peach cake and salt and pepper.It is called tea and food.They are local historical and cultural environment.Characteristic food formed under the dual influence of business model.Today,China’s cultural tourism industry is more prosperous than ever,and trades are more frequent,thus providing a broader sales space for specialty foods in various regions of the country.As an important medium for tea and food exchanges with consumers,packaging needs to reflect the regional cultural characteristics in order to truly create regional cultural brands and attract consumers’ purchases.The thesis takes "culture dissolved in packaging" as the guiding ideology,trying to start from the study of Tiaozha culture,taking tea and food as an example,by using market research method,literature research method,excellent case analysis method and symbolic research method,etc.The main content and recognition of the culture and the development status of the four food products of the tea culture were investigated and analyzed.On the other hand,the deconstruction and reorganization of the cultural elements of the culture,the establishment of the four treasures of tea and the integration of the cultural elements into the packaging Design points such as design were conceived and explored.In the actual creation,in-depth mining and extraction of Tiaozha cultural elements,the product packaging from the logo,the main graphics,shading and color have been a new attempt.According to the characteristics of the series of products,the color of the product itself is extracted as the stand ard color,thus unifying the packaging style.In order to promote and promote its brand,two posters and series of bookmarks were designed.Through research and design,the four treasures of tea and food are not only a regional characteristic product,but also can beused as a carrier to convey the culture of Tiaozha.The thesis is divided into five chapters: The first chapter is the introduction,which mainly includes the source and significance of design creation,the status and level of packaging at home and abroad,research methods and technical routes.The second chapter introduces the four products of tea and food.Investigated the market demand of the product and the existing packaging problems,then focused on the analysis and analysis of the three forms of the culture and detailed interpretation;the third chapter is the design of the "cakes and sweetmeats of Tiaozha" brand packaging The concept of the above,the preliminary thinking on the relevant innovation points;the fourth chapter is the concrete practice of the use of the culture of tea in the four treasure packaging design,including color,logo,font,main graphics,patterns and brand promotion;fifth The chapter is the conclusion,summarizing the full text and proposing relevant opinions.