永州异蛇酒品牌包装设计.pdfVIP

摘 要 本文从了解永州异蛇酒文化，再对永州异蛇酒包装设计进行阐 述，结合现有的永州异蛇酒包装设计的现状，提出了品牌营销策略下 的永州异蛇酒包装设计策略。 永州异蛇酒的文化源远流长，这不由得给永州异蛇酒赋予了一层 神秘的色彩。笔者从永州的地域文化入手，同时探索永州异蛇酒品牌 核心理念的规划，用插画结合文案的形式来进行包装设计，从而进行 品牌营销策划。“晓了显火”是永州异蛇酒现有品牌“柳宗元牌”的 一个系列。“晓了显火”是永州的方言，意思是“你好厉害啊！”。笔 者将文案，图形和包装相结合，创造出全新的“晓了显火”系列，使 得它的品牌形象更加鲜活，有人情味，以抓住消费者的心理。从而达 到推广永州异蛇酒的目的，以加强这一研究课题的现实意义。 基于品牌营销策略，将永州异蛇酒进行文化创意包装设计，使其 包装具有鲜明的人情味和地域性特色，从而打动消费者，为永州异蛇 酒的发展及永州的旅游做出贡献。 关键词：永州异蛇酒，品牌策划，插画，包装设计 I 万方数据 ABSTRACT This article from understanding the Yongzhou elapidae wine culture, and then expounds to the wine packaging design, combined with the present situation of the wine packaging, put forward the brand packaging design scheme of the wine. There is a long history of the elapidae wine, which makes the wine very mysterious .In the form of illustrations, show the regional culture on the package. The Xiao Niao Xian Huo is a series of the existing brand “Liu Zong Yuan ”, Xiao Niao Xian Huo which is the dialect of Yongzhou means that you are wonderful! Combining copywriting, graphics and packaging, to create a fresh new Xiao Niao Xian Huo series, making the brand image more distinct and human interact. So as to promote the wine, and strengthen the practical significance of the research topic . Based on the brand marketing strategy, culture creative packaging design the yongzhou elapidae wine,