The Brand Visual Image Redesign Of The Chinese Time-honored Brand On Pickles

The "Time-honored" brand inherits the excellent culture,exquisite craftsmanship and excellent service of the Chinese nation.The pickles of this sort,as a unique member of many old brands,distinguishes themselves in the brand,store training,legend,craftsmanship and architecture,which are functioned as part of irreplaceable traditional Chinese culture.However,nowadays,the influence of many old brands of pickles has declined,entering the brand’s recession,and some are already on the verge of disappearing.One of the main reasons is that the visual images of product packing is ageing and cannot meet the needs of brand marketing and communication.Therefore,it is urgent to redesign the visual image of respective brands.Based on the theory of brand image and visual image redesign,this article deploys the modern visual image design method to redesign the brand image of old pickled brands.First of all,the connotation of pickle culture is analyzed along with the status quo of those long-lasting famed pickles and the problems of brand image and brand visual image design.Secondly,on the basis of fully exploring the brand history and culture of pickles,we re-oriented the brand name of old pickles and deeply unearthed the unique brand story and representative symbol elements of old pickles so as to redesign the visual image of old pickles brands.To be more precise,this stage involves re-design of brand logo fonts,colors,graphics,product packaging,and store images,aiming to steer the old pickle brands clear of predicament.Finally,based on the study of the thesis,the existing problems of a particular pickle brand,Three and Four Beauty has been analyzed,and its visual image of the brand was resigned.The future research is expected to conclude the general rules,and further evaluate the feasibility and applicability of applying theoretical results of this paper to other pickle brands.It has been also suggested that the findings may provide guidelines and design strategies for the re-design of brand image of other pickled old brands.