Yixing Purple Sand Brand IP Design Study ——The "Yue Feng" Brand

As national consumption levels continue to rise,cultural consumption is receiving higher and higher attention,and the market is ushering in an era where "content is king",and the cultural and creative industries have also seen many favourable policies and unprecedented success at the market level.At the same time,many traditional cultural industries are facing problems such as reduced liveliness and hindered heritage.How to make use of brand IP and the momentum of the rapid development of cultural IP products in the cultural and creative industries to help traditional culture gain cultural rebirth and living heritage in the market is an urgent problem and a valuable proposition.Against this backdrop,the thesis explores the brand design of Yixing Zisha using brand IP as an entry point.Using literature analysis,the thesis compares the concepts of traditional culture,traditional Yixing zisha craftsmanship and brand IP,defines and analyses the concepts of establishing IP positioning,creating IP images and creating iconic Yixing zisha brand products,analyses the limitations of Yixing zisha brand development in the current consumer market,and reveals the feasibility and necessity of developing Yixing zisha cultural and creative IP products.Using the case study method,it is clear that the design approach of using elements from traditional culture to collide with the hot elements of the times in design practice can positively contribute to consumers’ perceptions of the innovation of Yixing Zisha cultural and creative IP products,and proposes design ideas for IP-based Zisha cultural and creative products.The thesis then combines the current situation of Yixing zisha cultural and creative product design with technological innovation as a perspective to construct a brand IP-based design path with Yixing zisha as an example.On the theoretical level,the thesis reveals the mechanism for the formation of consumer perceptions of technological innovation based on cultural IP products;on the practical level,it further combines design methods for promoting consumer perceptions of the innovation of Yixing Zisha cultural IP products,and proposes a path for the design of traditional craft cultural IP creative products from the perspective of technological innovation,using Yixing Zisha as an example.In this way,the design of Yixing Zisha traditional handicraft cultural IP products will increase the enthusiasm and success rate of consumers’ participation,and promote the integration of traditional handicrafts into the market and their living inheritance.