Explore Regional Characteristics and Design to Enhance New Elements of Brand Packaging——Taking Moutai as an Example

Zongshe Kang(Faculty of Creative Industries, City University Malaysia)
Bin Abdul Ghani Dahlan(Faculty of Creative Industries, City University Malaysia)

Abstract

Taking ethnic minority culture as the starting point, this paper explores the possibility of artistic expression of elements in different regions, and explores how regional brands can combine regional culture to create market effects and public preferences. Through field research, literature research, and market case comparison, the aesthetic symbols of different cultural and artistic forms of the Dong ethnic group are refined and expressed, and their application in the development of local brand design is explored. Artistic expression elements such as patterns, colors, and materials are extracted from the architectural culture, ethnic art, and daily food customs of the Dong ethnic group, and used in the design of regional wine products, deeply connecting regional culture and regional brands. In the design, we should pay attention to national characteristics and brand effects, and carry out the design from a multi-dimensional design perspective, which will help to enhance brand competitiveness and achieve a win-win situation under the long-term goal of promoting national self-confidence and inheriting the essence of national culture.

Keywords

Moutai liquor; Dongsu brand; Characteristic design; Competitiveness enhancement

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DOI: http://dx.doi.org/10.26549/jsbe.v7i2.19162