The Design And Application Of Local Cuisine Brand Image

In this era of rapid economic development,people's living standard has been continuously improved and our basic need for material life has been met.Nowadays,apart from merely satisfying people's hunger,food is endowed with a profound spiritual connotation,reflecting the different cultures in different regions and having become a local business card.After investigation and analysis of the local gourmet brand image,this essay finds that the brand images of local gourmet food in our country are seriously homogenized.Few of them have distinctive characteristics which could impress consumers.Most local gourmet brand images are simple and rough.They lack relevance with and expression of cultural content.Designers simply copy local symbols instead of referring to the characteristics of local cuisine.This essay,through analyzing Fuqing pastry brand image and visualizing its shape and special production process,aims to provide the readers with a more intuitive and profound understanding about Fuqing cuisine and even the Fuqing culture,in order to inspire new design methods and ideas for creating local food image.There are four parts in this paper.Firstly,the research background,research objectives and research methods are introduced.Then,comparative analysis is made on the design of local gourmet brands at home and abroad.Also,the shortcomings of local gourmet brand image design in the domestic market are summarized.These are the preparation for further discussion about in-depth research and design practice of Fuqing pastry brand image.The following parts are going to analyze its design and positioning,expound the design principles and ideas,study and refine its history,materials,manufacturing processes and edible occasions,and use modern design methods to convert it into visual elements which could be used for brand names,logos,ancillary graphics,shapes,colors,materials and surrounding products.In short,the design of the brand image of Fuqing pastry not only reflects the uniqueness of its own products,enhances its added value and popularity,but also reflects Fuqing profound traditional culture,which helps to increase the city's popularity and promote Fuqing local economy.