Brand Design And Cultural And Creative Product Design Of "Yingjing Guli"

Culture is regional,and the culture of a region often contains the harmony between human and nature.Yingjing County,located in the west of Sichuan Basin,boasts rich and colorful regional culture."Intangible cultural heritage technology","natural ecology","human history" and "catering custom" have become the basic elements of building the "Yingjing hometown",a regional characteristic cultural brand.Under the guidance of scientific development concept,the research aims to promote the development of tea culture with regional characteristics in Yingjing,and to protect and inherit the national intangible cultural heritage "Yingjing sand ware" in Yingjing.Design practice through the construction of the regional cultural brand "Yingjing hometown",from the concrete to the abstract visual symbolic transformation,to complete the interpretation design of the "Yingjing hometown" brand image.The development and design of relevant characteristic cultural and creative products meet the needs of innovation and development of brand culture and even regional culture.For the construction of the brand image of "Yingjing hometown" and the development and design of cultural and creative products,it not only promotes and propagandizes the characteristic regional culture of Yingjing,but also promotes the inheritance and protection of the characteristic regional culture to a great extent.From another point of view,taking modern design methods as the theoretical basis of applied design,this paper extracts and integrates the characteristic cultural elements of Yingjing area.The construction of brand image is the visual communication design of the cultural elements of Yingjing area,while the design of cultural and creative products is a combination of the characteristics of regional cultural elements,forming the effect of display media,with certain publicity and promotion And business value.In the design process,the interdisciplinary theory guidance practice system is emphasized,and the research objectives are to develop the advantages of traditional culture,optimize the brand image and publicity system,create new regional cultural brands of ethnic minorities,effectively promote and promote regional industries of ethnic minorities.Apply the local regional cultural elements of Yingjing to the construction of the brand image system of "Yingjing hometown",and position the design practice in four aspects of market demand,product packaging requirements,regional cultural characteristics and market economy development.The design process is guided by green design and sustainable development design,integrating the unique natural materials,traditional crafts,historical and cultural resources throughout the whole design process.It is hoped that through the exhibition and packaging design of Yingjing tea products,the technical inheritance and product innovation design of Yingjing sand ware,and the new interpretation of Yingjing bamboo weaving decoration art,the unique brand of "Yingjing hometown" will be created,so as to promote the development and expansion of Yingjing tea culture,folk handicraft culture,tourism industry culture,etc.