Research On The Innovative Design Of Soochow-style Catering Brand Image

In recent years,with the upgrading of consumption,the types and contents of products have become increasingly rich,and the fierce competition in the market has prompted brands to re-examine and change themselves,because consumption is the core driving force of enterprises and brands.Consumption upgrades are mainly faced with the expansion of consumers’ demands for the spiritual level.The filling of the spiritual level mainly depends on cultural connotation and physical and mental perception.Therefore,these two are the key points for brands to enhance their competitiveness.At the same time,due to the rapid development of domestic economy and trade,the creation of characteristic brands has become a boom in modern market commerce and trade.The catering industry is also affected by the market economy and the increasing improvement of people’s living standards.The development momentum is strong.However,most of the Soochow-style catering brands in Soochow have gradually lost their characteristics due to the long-term development,and the phenomenon of homogeneity in the industry is serious.In addition,Soochow’s GDP has been growing steadily all year round,attracting a large number of foreign catering brands to settle in and seize the market,resulting in the influence of Soochow-style catering brands.Gradual decline inhibits its own development.This topic takes the brand image of Soochow-style catering as the research object,and explores the feasibility of integrating Soochow-style regional culture into the brand image design of Soochow-style catering,so as to enhance the cultural connotation of the Soochow-style catering brand itself,shape the brand characteristics,and cater to the new type of consumers.Consumer demand,expand brand influence,and promote the steady development of the brand.First,through the literature survey method,it further understands the current research status of the subject of the brand image design of characteristic catering at home and abroad.From the perspective of integrating Soochow characteristic regional culture into the Soochow-style catering brand image design system,by sorting out relevant concepts of subject research,sorting out and summarizing Soochow’s characteristic regional culture categories,and based on the concept and significance of brand image design,proposes Soochow characteristic regional culture and The relevance of brand image design of Soochow-style catering.Through on-the-spot investigation,the Soochow-style catering brands in Soochow area were investigated,and the current situation and problems of the brand image of the Soochow-style catering brand were summarized at this stage.The questionnaire survey method is used to sort out and analyze the feedback information of the consumer survey.Through the case analysis method combined with the domestic characteristic catering brand image design cases,the focus,design principles and design methods of the Soochow-style catering brand image design are summarized,and integrated into the Soochow-style catering brand.The innovative design strategy of brand image,and finally through the practice test method,to demonstrate the argument that Soochow characteristic regional culture is integrated into the brand image design system of Soochow-style catering with the practice of brand image design of "Soochow Taste" Soochow dishes restaurant.In the process of design practice,analyze the local eating habits of Suzhou and the culture behind the Soochow dishes,and sort out the core concept and cultural connotation of the brand.Extract the regional cultural elements with Soochow characteristics,including the Soochow dishes culture,and transform them into visual symbols and design elements in the brand image system,and design the basic visual of the brand image including brand text,logo graphics,standard colors,auxiliary graphics,etc.system.According to the content of the integrated Soochow-style catering brand strategy,from the perspectives of consumers’ dining behavior and habits,aesthetic preferences,spiritual and emotional needs,etc.,design store signs,in-store environments,table utensils,clerk images,and clerk with brand characteristics.Utensils,takeaway packaging and other applications of vision systems.Through the research logic of raising questions in the early stage,analyzing problems in the mid-term and solving problems in the later stage,this topic demonstrates that integrating Soochow regional culture into the image design of Soochow-style catering brands can break the situation of serious homogeneity of traditional Soochow-style catering brands and create regional Catering brand characteristics,and enhance the dining experience of consumers through the expression of regional characteristic culture,help the inheritance and dissemination of Soochow characteristic regional culture,give the brand a methodology to enhance cultural value and market competitiveness,and design the image for traditional Soochow-style catering brands It has certain reference and reference value to propose new perspectives and directions.