农文旅融合助力乡村振兴——基于云南马帮文化下的农特产品创新设计与推广
Agriculture and Culture and Tourism Integration Fuels Rural Revitalization—Innovative Design and Promotion of Agricultural Products Based on Yunnan Horse Gang Culture

本文在“农业” + “文化” + “旅游”产业融合发展的大背景下，以设计介入乡村振兴的方式对云南礼系列农特产品子项目——云南马帮文化下的农特产品进行创新设计与推广。通过市场调研，选定了具有一定代表性的普洱、滇红、滇绿对其进行标志、IP形象、包装、海报、文创等系列设计，设计过程遵循地域性、文化性、原创性原则。设计成品作为云南省演艺集团民族舞剧《马帮丝路》的主要伴手礼，将跟随剧目8城巡演进行投放，以演促销，在销售的同时宣传当地文化及旅游，为探索“农业” + “文化” + “旅游”产业发展模式提供一定可行性路径。
Under the background of the integrated development of “agriculture” + “culture” + “tourism” industry, this paper innovatively designs and promotes the agricultural special products of Yunnan Li series sub-project—Yunnan Horse Gang culture by means of design intervention in rural revitalization. Through market research, the representative Puerh tea, Yunnan red tea and Yunnan green tea were selected to carry out a series of logo, IP image, packaging, poster, cultural and creative design. The design process followed the principles of regionalism, culture and originality. As the main accompaniment of the ethnic dance drama “Horse Gang Silk Road” of Yunnan Performing Arts Group, the finished product will be launched along with the 8-city tour of the play to promote sales, promote local culture and tourism while selling, and provide a certain feasible path for exploring the industrial development model of “agriculture” + “culture” + “tourism”.