Brand And Packaging Design Of Agricultural Products In Liling Shiting From The Perspective Of Rural Revitalization

Focusing on 2021,the "opinions on comprehensively promoting rural revitalization and accelerating agricultural and rural modernization" issued by the CPC Central Committee and the State Council is the 18 th document on "agriculture,rural areas and farmers" issued by the government.Based on the current situation and taking into account the long-term development,this thesis puts forward to create a new situation of "agriculture,rural areas and farmers",clearly taking improving the quality and efficiency of agriculture as the key,promoting the mutual promotion of industry and agriculture,complementing urban and rural areas,and coordinating development as the goal,increasing rural construction and developing characteristic industries as the means,so as to comprehensively improve the level of rural modernization.Under the policy background and the attention and participation of people from all walks of life,the use of design discipline in rural brand building provides strategic thinking for the development of rural industry,which is worthy of our study.This topic takes shiting town in Liling,Hunan Province as the design foothold,and shiting agricultural products as the design object.Through the methods of field investigation,literature review and case analysis,we find that shiting agricultural products lack of brand concept,nonstandard industrial planning,homogeneity of packaging,lack of cultural heritage and other existing problems In order to construct the regional brand of shiting and the development of creative industry driven by design,this paper deeply excavates the people,culture,land,production and landscape of shiting,and then uses and redesigns them flexibly.This research is mainly divided into three parts: research,design thinking and design practice.The first part of the research is divided into policy interpretation,research status at home and abroad,Liling shiting regional culture and agricultural products Market Research;first,the policy interpretation found design opportunities;second,domestic and foreign research found innovation and design reference;finally,field investigation Liling shiting regional culture and agricultural products related information,through data analysis,SWOT to find the design direction and design direction Elements.The second part is the design thinking.Combined with the analysis of the research,it is clear that the design of shiting brand and packaging,promotion and display is based on the regional culture,product characteristics,sustainable development of green design and the strategy of using the brand effect to stimulate the creative industry.The third part of the design practice,through brand positioning,brand culture,brand vision,brand IP,packaging materials,packaging vision,packaging box,brand promotion and other aspects of practice,through the construction of Liling regional brand,summarizes the experience and methodology,to provide reference value for the revitalization of brand agriculture and Industry in surrounding areas.