“鸠帮菜”老字号品牌视觉形象研究

STUDY ON THE VISUAL IMAGE OF THE TIME-HONORED BRAND “JIUBANG DISHES”

"鸠帮菜",作为芜湖的传统佳肴,正在没落中寻求发展。许多芜湖本地"鸠帮菜"老字号已经在传统菜品的基础上推出新型的菜品。然而很多芜湖本地人都不知何为"鸠帮菜",一是因为"鸠帮菜"名词的推广力度太低;二是由于"鸠帮菜"老字号没有体现其特色的品牌视觉形象。文章主要分析了当前"鸠帮菜"老字号品牌视觉形象的现状,并运用平面设计手段对提升其品牌视觉形象做出建议,使芜湖本地地域文化内涵与"鸠帮菜"品牌相结合,推动"鸠帮菜"的发展。

＂Jiubang dishes＂, as the traditional cuisine of Wuhu, is seeking for its development in the decline tendency. Many local ＂Jiubang dishes＂ has introduced new dishes on the basis of traditional dishes. But this is far from enough, and even a lot of Wuhu locals do not know what the ＂Jiubang dishes＂ is. It is because the promotion of ＂Jiubang dishes＂ term is not that powerful and the the ＂Jiubang dishes＂ has no distinctive brand image. This paper mainly analyzes the present situation of the brand image of ＂Jiubang dishes＂, and makes use of the graphic design to make the suggestions on how to improve the brand visual image. The local cultural connotations of Wuhu and the ＂Jiubang dishes＂ brand can be combined to develop ＂Jiubang dishes＂.