The Creativity And Dissemination Of Tea Culture In The Packaging Design Of Zhongjihao Puer Tea Produced In Xishuangbanna

The Puer tea culture in Xishuangbanna has been the gem treasured by all the various ethnic groups,particularly in the process of developing and consuming Puer tea.It is with such value in the packaging which helps to convey and share information between Puer tea products and customers,also as a crucial channel for advocating the Puer tea culture.Based on the expanding spiritual culture demand in the consumer market along with wide promotion in advertising the symbolization of Puer tea culture and related brand awareness by the government,the Puer tea culture has found the inheritor and growth realized in the marketing with strong effort in characterizing,packaging,advertising and promoting the Puer tea culture,as a result,which forms the atmosphere for enterprises to grow up and for customers to fulfill their cultural needs.The main issues in the current market for Puer tea is that the ignorance to promote or demand Puer tea culture prevails among many companies.Some are eager to do so though,stuck in the situation where they simply duplicate,or build up indistinguishable products with no proper branding or mediocre culture transmission for the Puer tea culture.Or else,they face the common problems such as theme positioning,consumer group,information content in the term of digging and analyzing,brand portraying and promotion of Puer tea culture.In this thesis,we have taken Zhongjihao,a Puer brand from Xishuangbanna,as our experimental subject and analyze and unveil the existing problems in the industry of the Puer tea package design.The tea culture from the package design of Zhongjihao has been discussed in three dimensions where we research and explore the creative ideas of the Puer tea culture and transmission and figure out the common problems in the industry of Puer tea package from Xishuangbanna,which are innovation strategies,innovative content and innovative styles.Zhongjihao is a brand aiming at high-end,customer-tailored,and youthful,closely related to Blang ethnic culture,the origin of Puer tea.The branded and unique product design and advertisement made the package design the focus contrasting to other brands regarding innovation in content,innovation in style,precise demand and other concerns improving the design practice in creative ideas and transmission for Puer tea culture.This design practice on Puer tea brand communication and transmission would be expected to the methodology and reference guiding to advocate Puer tea in publicity transmission and channels to promote and leading the local Puer brand firms to characterize their individual style and broaden the channel for promotion.