Study On Packaging Design Of Time-honored Brand Of Fulai Chun Liquor

FulaiChun Liquor is a local wine in Ju County,Rizhao City,Shandong Province,which has high popularity and reputation,and its excellent quality and reputation are deeply liked by consumers,but with the change of people’s consumption concept and aesthetics,consumers are more and more pursuing personality performance and cultural belonging,and the competitive advantage of FulaiChun Liquor is declining day by day.How to make FulaiChun Liquor innovate brand packaging on the basis of the original brand culture? Tap the potential value of time-honored brands,change the status quo,and make the packaging design of brand image become the core competitiveness of enterprises.In 2018-2020,the author visited FulaiChun a time-honored brand with a history of more than 90 years,visited the China Wine City and liquor-making workshop of Fulaichun enterprises,investigated and sorted out its historical development,and communicated with manager Zhang and master workers many times,and found that there were drawbacks in corporate culture construction,brand image,brand packaging and so on.There are some problems,such as aging brand packaging,lack of personality,relying on the old and selling the old and so on.Although there are a series of problems in the brand image of the old brand of Fulai Chun Liquor,the development situation is not optimistic,but its cultural connotation and traditional elements are not only an important part of the local culture.it has made a great contribution to the economic and cultural construction of Ju County,with precious research value and inherent advantages that modern brands can not surpass.Starting with the Fulaichun time-honored brand packaging,this paper makes a more in-depth study on the history,the development and the current situation of the FulaiChun Liquor time-honored brand,and finds the problems.On this basis,it also extracts the local unique cultural element symbols to be applied.From the perspective of visual design of brand packaging,this paper redesigns the brand image of FulaiChun Liquor,combines regional culture and modern culture with modern art means to innovate,and skillfully combines the expression of cultural elements with the concept of modern brand design,establish a liquor brand packaging that attracts consumers.The article is divided into six parts:The first part,introduction.The author analyzes the research background and thecurrent situation at home and abroad,and makes a detailed exposition of the research purpose,significance and methods.In this process,the main ideas and personal ideas of this article run through.The second part is about the origin and development of the old brand of Fulai Chun Liquor.Through the collection of a large number of materials,documents,on-the-spot investigation,etc.,to understand the historical development background,forming factors,wine-making technology and process of FulaiChun Liquor,and to summarize the development history of Fulai Chun Liquor as a time-honored brand,on this basis,analyze the development context of the visual image of Fulai Chun Liquor brand,in order to provide the necessary theoretical groundwork for the development of this article,and carry on the follow-up redesign.We must first understand its historical development,the so-called know yourself and know the enemy,a hundred battles will not be defeated.The third part is the analysis of the current situation of Fulai Chun Liquor time-honored brand packaging.This paper analyzes the present situation and problems of the visual elements of FulaiChun Liquor,makes a detailed interpretation from the aspects of brand logo and product packaging,and sums up the brand series,brand image design style and artistic characteristics of FulaiChun Liquor.It lays the foundation for further shaping and promoting the brand image of FulaiChun Liquor,and explores the presupposition of the packaging design scheme of Fulai Chun Liquor,so as to provide theoretical analysis for the follow-up practice.The fourth part,thinking about the packaging orientation of the old brand of FulaiChun Liquor,reorientates the brand in view of the problems existing in the original brand image design and the brand packaging analysis of Chinese and foreign famous wines.This paper puts forward the countermeasures from the basis of regional culture supplemented by modern fashion elements,and expounds the source and extraction of brand cultural elements.From the aspects of graphics,color,text,etc.,extract the elements of the culture and apply them to the brand packaging upgrade.The fifth part,FulaiChun Liquor time-honored brand packaging image promotion design.According to the unique character formed by the combination of traditional graphic symbols,folk color culture,text arrangement and modern design,drawinglessons from the typical representative graphics and colors such as history and culture,natural scenery,folk customs and so on in Ju County,through modern design means and ideas to innovate,make the brand packaging of Fulai Chun Liquor more in line with the aesthetics of modern consumers,improve the brand packaging design of FulaiChun Liquor.Finally,the summary of the whole paper.