Research On Brand Visual Design And Product Design For Jiang Zi Qing Lan

China has a long history of woven embroidery culture and rich resources of woven and embroidered cultural heritage.How to inherit national treasures,carry forward national culture,create national characteristics,and enhance people's cultural self-confidence have been increasingly valued by society.The brand of "Jiang Zi Qing Lan" conforms to the development requirements of the times and hopes to contribute to the development and protection of the weaving embroidery culture.Through the extraction,reconstruction and redesign of the traditional patterns of Tujia brocade,we will create clothing that meets the needs of the market.product.Based on the "Jiang Zi Qing Lan" brand,the paper analyzes the status quo of domestic and foreign brands,the status quo of competing products,consumer demand,brand positioning,brand culture and sales channels after the previous research on the existing apparel market.Problems facing the market and ways to solve related problems.In this way,we will clarify the development path of the brand,accurately locate the market direction and core value of the brand,and thus obtain the brand visual image design plan.After that,using the traditional patterns,colors and background stories of Tujia brocade,the brand visual image design with brand semantics was designed.Then,using the completed brand visual image display,the packaging design of the brand's existing clothing and apparel series("Chong Li" series,"Si zhu" series,"Mi" series)is carried out.Using the different patterns,colors and material features used in each series,the shape and simplification of the Tujia brocade patterns are refined,and the patterns are again combined using the orderly arrangement of the patterns to obtain a new pattern with a modern packaging style.According to the different series of target users in each series,the series style is determined,and the new designs are used to complete the different packaging design contents of each series.Finally,the brand image of "Jiang Zi Qing Lan" was completed,and the brand personality was used to accurately locate the brand user group,so that it could gain a place in the fierce market competition and provide support for brand management and market advantage.