Development of brand identity for Hometown pomegranate culture

Abstract

Visual design is ubiquitous today and fills our daily lives. With the rapid development of China's national economy, the consumption structure has also been upgraded and reformed. The increase of material level leads to the trend of individuation and diversification of people's consumption demand for agricultural products. Therefore, the key to the optimization of agricultural production structure and product sales structure lies in the brand construction of agricultural products. Through brand construction, it can significantly reduce the ineffective supply rate and increase the supply of high-quality characteristic agricultural products, so as to improve the supply quality and better meet the diversified needs of consumers. In addition, brand building can also enhance the added value of agricultural products, consumers are more inclined to choose characteristic products, making the sustainable development of branded agriculture more stable. Rural revitalization, this strategic blueprint not only depicts a grand vision for the future development of China's rural areas, but also is a key measure to promote the modernization of agriculture and rural areas and achieve a well-off society in an all-round way. In this historical process, the characteristic agricultural products are like bright pearls, embedded in the broad picture of rural economic revitalization, they are not only a vivid carrier of regional culture, but also an important pillar to improve farmers' income and stimulate rural vitality. Therefore, the brand design of characteristic agricultural products is not only an aesthetic upgrade on the packaging, but also a profound image reshaping and value enhancement action. This design project has a good understanding of this, and is committed to exploring and practicing a set of innovative and effective packaging design methodology for characteristic agricultural products. We are well aware that in this era of information explosion and dazzling commodities, a unique and attractive brand image can instantly catch the eye of consumers, so as to stand out in the fierce market competition. Therefore, our design strategy will closely revolve around the three core principles of "differentiation, storytelling, and sustainability". First of all, differentiated design means that we have to dig deeply into the unique features of each kind of characteristic agricultural products, whether it is the natural environment of the origin, the historical tradition of planting, or the nutritional value of the product, the flavor characteristics, will be cleverly integrated into the design elements, so that the product packaging becomes the first visual language to tell the story of the origin, so that consumers can feel the difference of the product at a glance. Secondly, the creation of the story aims to tell the humanistic stories and geographical customs behind the agricultural products through the packaging design, so that consumers can taste the products at the same time, but also experience a beautiful narrative about the land, human feelings and inheritance. This kind of emotional resonance can effectively enhance the brand loyalty of consumers, so that the product is not only a commodity, but a cultural bridge connecting urban and rural areas and communicating people's hearts. Finally, sustainable design is one of our principles. In the selection of materials, production process, we will fully consider environmental factors, the use of recyclable or biodegradable materials, reduce the impact on the environment, which is not only in line with the global trend of green consumption, but also shows the social responsibility in the transformation and upgrading of rural industries. From the dimension of design aesthetics, the shaping of brand image is an important part of the realization of brand differentiation. It requires designers to dig deep into the intrinsic characteristics of products, creatively translate the uniqueness of agricultural products such as pomegranates into visual language, and create a strongly recognizable and attractive brand image. This means getting rid of the traditional visual expression framework, being innovative, and customizing a visual system for the brand that is both in line with its temperament and unique among many competitors. For example, by designing an IP image that is both tailored to the characteristics of the pomegranate product and rich in creativity, as well as an iconic logo, these elements will become powerful symbols in brand communication and deepen public memory. The design of propaganda posters needs to pay more attention to the emotional connection and the accuracy of information transmission. The use of modern design concepts combined with the natural attributes of agricultural products to create a vivid and interesting visual picture that accurately reflects the characteristics of the product. This design should not only avoid falling into stereotypes, but also subtly break the routine, using a combination of elements such as color, composition, copy writing, and so on, to create a visual experience that is both educational and engaging. The goal is to let consumers enjoy these visual works, not only can feel the fresh vitality and natural beauty of agricultural products, but also be inspired to explore the deep value of the product interest, and then promote the purchase behavior, the formation of a virtuous cycle, promote the sustainable and stable development of the brand.