Research On The Brand Design Of Local Agriculture Products Based On The Background Of Rural Revitalization

In China’s national economy,agricultural development has become an indispensable and important part.The country has proposed the implementation of rural revitalization strategy,aiming to accelerate the process of modernized agricultural development through design empowerment and brand strengthening of agriculture.Various places have begun to focus on building local agricultural product brands and actively cultivate local agricultural product brands according to their own natural resources and cultural backgrounds to improve their visibility and sales volume.However,China’s local agricultural product brands are still in the initial stage,and the brand visual image design shows unbalanced development,homogenization of design,simple packaging,lack of regional cultural connotation and other problems.This paper takes the application of brand visual image design to the construction of local agricultural products brand as the starting point,studies and explores the construction and enhancement of agricultural products brand visual design,and summarizes and organizes the shortcomings in the current domestic local agricultural products brand visual design based on the analysis of domestic and foreign agricultural products examples.The principles of local agricultural products brand visual image design are summarized,and three design means of symbol extraction,emotional expression and narrative reconstruction are summarized.Ougan,as a local agricultural product in Wenzhou,is also an important local industry for the development of rural revitalization in Ouhai District.This paper takes Ougan of Wenzhou Sanyang Wetland as the practice object,clarifies the brand positioning and user portrait,carries out the brand visual image design according to the uniqueness,locality and culture of local agricultural products,and finally presents the design scheme of logo design,packaging design,promotional materials and,online sales applet.In turn,it provides a theoretical reference and a practical path for upgrading the visual image design of other local agricultural products brands.