国潮背景下文创品牌设计策略研究——以茶颜悦色为例  

Research on the Strategy of Creating Brand Design under the Background of GuoChao——Take Sexy Tea as an Example

作　　者：潘之琳 文卫民[1] 陈妍伊 PAN Zhi-lin;WEN Wei-min;CHEN Yan-yi(Changsha University of Technology,Changsha 410114,China)

机构地区：[1]长沙理工大学,长沙410114

出　　处：《绿色包装》2023年第6期184-188,共5页Green Packaging

基　　金：湖南省社科基金项目(2018YBA009)。

摘　　要：品牌的核心是价值观,文创产品是传播品牌核心价值的主要渠道。文章通过文献综述、案例分析、现场调研等方式,探讨国潮背景下文创品牌的设计应用,并以茶颜悦色品牌为例,分析文创品牌的设计特点,从文化与创意、生产与流通、消费与品牌等多方面,阐述茶颜悦色如何将国潮元素作为核心融入品牌内核中。本文总结国潮背景下文创品牌的视觉设计、品牌传播及产品包装等方面塑造文创品牌的路径,以期给文创品牌设计的相关从业者提供借鉴。The core of a brand is its values,and cultural and creative products are the main channel to spread its core values.Through literature review,case analysis,field research and other methods,this paper discusses the design and application of brand creation based on the background of China chic,analyzes the design characteristics of cultural and creative brands by taking Sexy tea as an example,and expounds how Sexy Tea shapes China chic elements into its core brand from the aspects of culture and creativity,production and circulation,consumption and brand.It provides references for scholars of cultural and creative brand design by summarizing the background of China chic and the ways of creating cultural and creative brands in terms of visual design,brand communication and product packaging.

关 键 词：国潮 品牌 文创设计 茶颜悦色 

分 类 号：TB482[一般工业技术—包装工程]