国潮元素在川茶品牌形象设计中的融合性应用研究
Research on the Integration Application of National Tide Elements in Sichuan Tea Brand Image Design

目的：通过国潮元素在品牌形象设计中的融合性应用开拓新市场，加强川茶品牌在文化开发大背景下的竞争力。方法：使用案例分析法和问卷调查法对茶叶品牌形象设计的发展趋势和创新方向进行探究；在品牌原有的基础上进行改进型设计。结果：从分析与尝试中得到符合现代审美的元素，将创作的国潮元素应用到IP、包装、周边产品等品牌形象设计的要素中，得出有效的品牌形象创新路径。结论：在品牌形象设计中加入国潮元素，不仅符合现代市场趋势，更是形成了连接消费者、品牌理念和传统文化三者的纽带，在传播品牌理念的同时宣传传统文化，进而唤起消费者的文化自信，通过形象设计帮助企业打造具有丰富文化内涵的川茶品牌。
Objective: Develop new markets through the integrated application of China-Chic elements in brand image design, and strengthen the competitiveness of Sichuan tea brand in the context of cultural development. Method: Explore the development trends and innovative directions of tea brand image design using case analysis and questionnaire survey methods; Improve the design on the basis of the original brand. Result: From the analysis and attempt, we can get the elements that conform to the modern aesthetic, apply the China-Chic elements created to the elements of brand image design such as IP, packaging, peripheral products, and draw an effective path of brand image innovation. Conclusion: The introduction of national fashion elements into the brand image design not only conforms to the modern market trend, but also forms a link connecting consumers, brand concepts and traditional culture. While spreading the brand concept, it also promotes traditional culture, thus arousing consumers’ cultural self-confidence, and helping enterprises create a Sichuan tea brand with rich cultural connotation through image design.