乡村振兴背景下农产品品牌形象设计研究
Research on the Brand Design of Agricultural Products under the Background of Rural Revitalization

目的：本文旨在研究在乡村振兴背景下乡村农产品的品牌形象设计。方法：通过实地调研、文献研究法，从桥东村产业现状出发，对其特色产品、文化脉络进行分析并进行提炼，将提炼元素转化为设计符号，使其融入到乡村产品推广的品牌形象中。结果：首先对乡村农产品进行品牌化的处理，使得桥东村的农产品在市场中产生竞争力，其次是充满趣味性的品牌形象，可以吸引大众的消费目光，最后，品牌形象的设立，可以引导大众主动探索桥东村的乡土气息，增添大众对乡村农产品行动上的支持。
Objective: This paper aims to study the brand design of rural agricultural products under the background of rural revitalization. Methods: Through field research and literature research, the characteristic products and cultural context of Qiaodong village were analyzed and refined from the current situation of its industry, and the refined elements were converted into design symbols, so that they could be integrated into the brand image of rural product promotion. Results: Firstly, the brand treatment of rural agricultural products makes the agricultural products of Qiaodong village competitive in the market; secondly, the interesting brand image can attract the attention of the public; finally, the establishment of the brand image can guide the public to actively explore the local atmosphere of Qiaodong Village and increase the public’s action support for rural agricultural products.