Research On SI Design Of Time-honored Stores Based On Brand Culture Expression

Time-honored brand is a national brand with high added value selected by history.It is a cultural heritage integrating traditional culture and traditional skills,with profound cultural deposits and historical value.At present,the development of time-honored brands is in trouble.The design of many time-honored shops lacks effective presentation and expression of the brand culture of time-honored brands,and the brand culture of time-honored brands cannot be integrated into modern life.As a result,the time-honored shops lack brand characteristics and are not attractive to customers,which restricts the shaping of the cultural image of time-honored brands and gradually reduces the influence of timehonored brands.Restricted the development of time-honored enterprises.SI design is the enterprise terminal image identification,is an important part of the enterprise image identification,corporate culture communication,brand image shaping has an important role.Using SI design theory to guide the design of time-honored shops is helpful to improve the ability of time-honored shops to express brand culture.The five elements of SI design of time-honored shops are door design,color matching,decoration material selection,lighting design and commodity furnishings.Based on the four classic cases at home and abroad,such as Changzhou Silver Noodle Restaurant,Beijing Daoxiang Village,Yoshinoya and Uniqlo,the design scheme of Jiaxing Wufangzhai SI is carried out.Wufangzhai has formed a brand culture of "healthy,green,delicious,traditional and in novative" in the long-term development process.However,there are still some shortcomings in Wufangzhai retail stores.First,the stores are in disrepair,resulting in outdated materials,insufficient lighting and other problems.Second,the spatial layout is disordered;Third,the lack of brand culture expression,lack of brand characteristics;Fourth,the product sales area is small,unable to bear the display function.Based on the customer group analysis and current situation of Wufangzhai,the space layout is replanned,and the space is divided into commodity selling area,food taking area,dining area,cashier area,private room and other funct ional areas.By integrating the brand history and brand culture of Wufangzhai,the SI design practice of Jiaxing Wufangzhai is carried out to solve the problem of insufficient expression of brand culture of Wufangzhai store.To provide scientific guidance for the high quality development of Jiaxing Wufangzhai store.