Design development for souvenir products of the brand “Dezhou Braised Chicken”

Abstract

Time-honored brands, like bright stars embedded in the vast sky of China's economy, are not only a symbol of the country's economic rise, but also a precious wealth carrying profound cultural heritage and national memory. Flowing in the blood of these brands are generations of craftsmanship and the spirit of unremitting pursuit of quality, each process, each product contains a unique story and emotion, reflecting the long history of the Chinese nation. In the face of the increasingly fierce competition in the global market, how to revitalize this historical gift has become an urgent issue of The Times. Redesigning the brand image is undoubtedly a key to open the door to a new era. This not only requires time-honored enterprises to innovate on the basis of retaining the essence of tradition, but also needs to skillfully integrate modern aesthetic trends, and tell those old and moving stories in a new visual language, so that it can resonate with young consumer groups and stimulate their interest and pride in traditional culture. Taking "Dezhou Braised Chicken" as an example, it has a long history and unique flavor and has long become a business card of Chinese food culture. In this auspicious moment of the Year of the Dragon, the redesign of its brand image is not only a business strategy, but also a journey of cultural inheritance and innovation. Through the introduction of illustration art, the combination of tradition and fashion is ingenious, and the packaging design adopts a lively and lovely style, bright colors and vivid patterns, aiming to break the inherent stereotype of consumers on time-honored brands and show a new image that respects tradition and embraces modernity. In addition, the brand image rebranding project will also be extended to poster design and a series of derivative development, aiming to build a comprehensive, multi-dimensional brand experience ecosystem. These design works will reinterpret the brand story of "Dezhou Braised Chicken" from a young perspective, attract the attention of young consumers with creativity and fun, so that they can enjoy the delicious food at the same time, but also feel the cultural charm and times value behind the time-honored brand, so as to promote the natural inheritance and innovative development of culture.