Overall Visual Image Design Of Nanchang "Tangwali" Catering Brand

The establishment of a brand is a long-term process.A good brand image can assist enterprises in building their image,forming brand value,deepening consumers’ memory,and enhancing their sense of belonging and identification.However,from the development history of brand design,especially from the perspective of restaurant brand design,the visual image design of a brand still cannot flourish without the fertile soil of local culture.In today’s catering industry,how to turn brand visual image design into a link between local culture and resident consumption has become an important topic for many brand designers to study and explore.In this article,the focus of the study is on the brand image design of "Tang Wali," a local cuisine restaurant in Nanchang.Through in-depth analysis and research on the regional culture of Jiangxi,this article incorporates elements of Jiangxi’s local customs,culinary culture,and other aspects into the brand image design,using local culture as a key point to create a unique and representative brand visual image.To achieve this goal,this study used various research methods,including literature collection,case analysis,survey research,and inductive research methods.Through analyzing the current situation and demands of Nanchang’s "Tang Wali" catering brand,as well as researching local catering brands in Nanchang and related domestic brand design cases,this article summarized the design laws of outstanding cases and applied excellent design theories to brand design practice,providing useful guidance and reference for the brand image design of "Tang Wali" catering brand.In the practical process,this study fully excavated the most representative and influential symbolic elements in Jiangxi’s local culture and integrated them into trend culture for secondary creation,avoiding leaving the audience with an old-fashioned,stiff,and outdated impression.This research,through leveraging local culture,effectively created a personalized and representative brand image,enhancing the sense of belonging and identification of the brand,and improving its value and influence.At the same time,this study provides new ideas and practical experience that can be referenced for the brand image design of Jiangxi’s local catering brands.