Research On The Application Of Twelve Zodiac Illustrations In The Packaging Design Of "Winlan" Zodiac Wine

With the rapid development of the information era,illustration art has been widely used in various fields of design with its modern artistic language and visual visualization.In packaging design,illustration can not only give the composition more vitality and cultural connotation,but also inject emotion and soul into the thesis."Wenlan" Zodiac wine is a sauce wine product that produced based on the concept of Chinese traditional zodiac culture,which was launched by Shandong Wenlan Wine Industry Co.,Ltd.Faced with the gradually escalating competition in markets and commodities,the existing packaging of "Wenlan" zodiac wine can no longer meet the current product’s demand for the artistic and cultural connotation of packaging.Thus,how to design the illustration for "Wenlan" zodiac wine with unique brand temperament and apply it to the improvement of packaging design has become the focus of this topic to solve.First of all,the thesis carries on the theoretical analysis to the twelve zodiac animals and illustrations.By fully exploring the brand culture and design appeal of "Wenlan",it is clear that the historical culture and traditional patterns of the Chinese zodiac with beautiful connotations could be the source of illustration creation.As a traditional Chinese cultural subject,the Chinese zodiac is rich in content,which not only provides excellent material sources for the creation of illustrations,but also gives the packaging of wine higher artistic value.The design practice includes the field investigation and research of Shandong Wenlan Wine Industry Co.,LTD.,after which the existing problems and causes of the existing zodiac wine packaging illustration are analyzed.And then,the design strategy is summed up as “matching the cultural connotation of the zodiac,conveying the concept of brand culture,innovating the art form of illustration,grasping the development trend of design,planning the system packaging design,promoting and improving the brand image,attaching importance to the aesthetic needs of consumers,uniting practicability and beauty” to achieve the goal of enhancing the market competitiveness of "Wenlan" zodiac wine by the packaging design.By integrating culture into wine and empowering the enterprise,it is promising to achieve the dual-purpose of inheriting and carrying forward the culture of the traditional zodiac and enhance the soft power of packaging.Focuses on the packaging design practice of "Wenlan" zodiac wine,this thesis explores the innovative performance and application of 12 zodiac illustrations in the packaging design of "Wenlan" zodiac wine to provide a new idea for the fusion design of traditional zodiac culture and liquor packaging.It has certain reference significance for visual transformation and communication of excellent traditional culture in commodity packaging design.