Design Of Younger Tea Brand Image Under The New Retail Concept Design And Research

With the development of social economy,the people’s consumption level is also constantly improving,and people’s consumption consciousness is also changing.Young consumers in the new era pursue personalized consumption and pay attention to the user experience during consumption.At present,most traditional products have problems such as brand aging and weak communication.In the face of the increasingly extensive application of Internet,big data,new technologies,mobile payment and other technologies in social life,if traditional brands want to occupy a place in the new era,they must rely on new technologies such as the Internet to upgrade their brands and build a younger new retail brand,so as to open the mainstream consumer market and make the development of enterprises lasting for a long time.Based on the perspective of new retail theory and brand rejuvenation,this application research discusses the strategies and methods of rejuvenation brand image design under the new retail concept,which is different from the traditional brand image design in expression and development mode.Taking the construction of sub brand "90t" as the actual project,this paper makes relevant research on how to create the visual image of new retail brand,how to complete the construction of rejuvenation of traditional brand,how to bring good consumption experience to consumers,how to realize differentiation in traditional tea brands,and how to realize the personalization of traditional tea brand packaging design.Firstly,the paper expounds the research status of new retail,brand rejuvenation and new retail brand image design at home and abroad;Secondly,it summarizes and analyzes the background and trend of new tea retail,the rejuvenation of tea brand,and the relevant theories of new retail and tea brand image design;Thirdly,it expounds the current situation of the parent brand of Meifeng Tea Industry Co.,Ltd.Next,through a large number of design cases,this paper summarizes the design strategies and methods of "90t" young tea brand image under the new retail concept.Finally,sort out the "90t" brand design style,design positioning,design concept and element extraction,and apply the method of new retail brand image design to the design practice of "90t" young tea brand.This paper uses the theory of new retail and brand rejuvenation to guide the brand upgrading of traditional tea brands,adds small program design and offline store image compared with the visual image of traditional brands,and uses VR panoramic technology to realize consumers’ experience of online stores.In terms of brand visual image and packaging design,the unique visual style is displayed in the form of illustration design to distinguish it from other traditional tea product brands.Try to use dynamic logo design in brand logo design,broaden brand publicity channels,and improve the aging problem of visual image of traditional tea products in the current market.Through the in-depth research and design practice of "90t" young tea brand image design,this paper explores the way of young brand image design in the new retail era,summarizes the design strategies and methods,provides a practical basis for the young tea brand image design in the new retail era,and also contributes to the rejuvenation of the tea brand of Meifeng Tea Industry Co.,Ltd.