The Packaging Design Of "Xiangquan" Wine Based On The Regional Cultural Elements In Western Hunan

Xiangxi,Hunan,is a multi-ethnic community dominated by Miao and Tujia people,with rich regional culture.The ancient brewing techniques add a mysterious color to the culture of Xiangxi.The people of western Hunan regard wine as the carrier of emotion transmission.Most of the vessels unearthed in ancient sites and tombs since Shang and Zhou dynasties are wine vessels,so the cultural atmosphere of western Hunan wine is rich.The packaging container of Xiangxi alcoholic wine designed by Mr.Huang Yongyu makes it stand out in the liquor market,but the packaging of Xiangquan wine produced by the same company does not well integrate the regional culture of Xiangxi into it,so that the brand culture can not be continuously promoted.In the market of various kinds of liquor,how to create the brand image of Xiangquan wine,we must pay attention to the application of regional cultural elements in the wine packaging,in order to integrate the local unique culture naturally into it.The purpose of this thesis is to explore regional culture elements in xiangxi Xiang Quan Jiu use packaging containers and packaging design,the western hunan regional culture inheritance and the innovation idea and the combination of wine packaging design,from the west building,bamboo weaving,embroidery art refining xiangxi characteristics of regional culture elements,combined with the modelling of liquor container and the box type,structure,decoration form to innovative design of Xiang Quan Jiu packaging,led to the traditional region culture,national culture protection and innovation thinking at the same time,to enhance the market competitiveness of Xiang Quan Jiu better.