基于品牌生态系统的品牌包装设计与创新  

BRAND PACKAGING DESIGN AND INNOVATION BASED ON BRAND ECOSYSTEM

作　　者：姜柳 JIANG LIU

机构地区：[1]四川美术学院

出　　处：《设计》2020年第9期74-75,共2页Design

摘　　要：为探究有效传达品牌文化的品牌包装革新策略。以品牌生态系统为理论基础,以利乐公司包装项目为案例,通过对利乐包装的材料、结构、形式分析,总结了品牌包装革新策略,从根本上革新品牌系统,丰富品牌内涵。提出了品牌包装的革新策略,即从"环保"、"体验感"、"叙事性"出发,创新品牌包装的材料、结构与形式。该品牌包装革新策略可为中国本土包装研发提供参考。To explore the effective ways and methods of brand culture communication in the process of brand packaging design innovation.Taking the brand ecosystem as the theoretical basis and TETRA PAK packaging project as the case,this paper summarized the innovation strategy of brand packaging by analyzing the material,structure and form of brand packaging,fundamental y reforming the brand system and enriching the brand connotation.Three innovative strategies for brand packaging design to convey brand culture were proposed,namely,starting from "environmental protection", "experience" and "narrative",innovating the material,structure and form of brand packaging.This brand packaging innovation strategy can provide a reference for Chinese local packaging research and development.

关 键 词：包装设计 品牌生态系统理论 利乐包装 品牌文化 本土包装 

分 类 号：TB482[一般工业技术—包装工程]