Research On Brand Design Of Qiong-style Mooncake,Take Hainan Qiongzhen Red-star Mooncake For Example

Qiong style mooncake,honored as "southland treasure",was born in late Ming and early Qing dynasties.Integrating with the characteristics of mooncakes of both Cantonese style and Suzhou style,Qiong style mooncake is the unique Hainan local mooncake with regional characteristics.It is the traditional cake rooted in the common people and also deeply favored by people,and carrying with the humanistic connotation of Hainan traditional cake,Hainan natives cherish the indelible historical feelings toward Qiong style mooncake.In 2015,Qiong style mooncake was included in the new national standard.In 2017,the making technology of Qiong style mooncake became Hainan province intangible cultural heritage formally.Hainan "QiongZhen Red-star Mooncake" is the only time-honored Qiong style mooncake brand who has been lasted for a hundred years,and also the only brand commodity who witnessed the historical changes and development of Qiong style mooncake in recent one hundred years.As a century-old brand of Hainan,QiongZhen Red-star Mooncake is equipped with distinctive Hainan traditional features and the characteristic of cultural integration of the North and the South.It not only possesses rich local resources but enjoys high social credibility and reputation,and moreover,it possesses the great commercial and cultural value.Although the time-honored traditional handmade mooncake has been impacted by the competition between modern market economy and global integration dramatically,it also faces with the new opportunities and larger scope of development under the new era economy.At present,Haikou Red-star Food Factory(where QiongZhen Red-star Mooncake belongs to)decided to reshape and popularize the brand guided by the new team,abandon the original simple paper packing and the inconsistent visual identification system,and conduct the new brand image design.From the perspectives of brand analysis and brand design,the commercial value and cultural value of QiongZhen Red-star Mooncake are explored profoundly in this paper.The author visited the enterprise and studied the historical culture of the brand QiongZhen Red-star Mooncake.Conducting background theory analysis with literature research method and interview method,the theoretical basis is provided for visual design of brand story and design of packaging and derivatives.Meanwhile,consumer group is expanded from middle aged and elderly people to the whole people,and the products with different styles demanded by different audiences and desires such as children,teenager,wedding celebration and high-end price are designed,thus to facilitate the brand image of Qiong style mooncake to gain a more open and popular market in the new era,and consequently,carrying forward and developing Hainan native cake culture.