安徽“茗物集”绿茶礼品包装设计实践

DESIGN PRACTICE OF “MINGWUJI” GREEN TEA GIFT PACKAGING IN ANHUI

1."茗物集"安徽绿茶品牌阐述品牌与包装是密不可分的关系,产品包装是品牌形象的外衣,任何包装设计都绕不开品牌本身,同时包装设计还要依托品牌形象本身的定位及风格特点。品牌形象首先是品牌的名称,包括品牌标志、色彩、包装、广告等内容,这些的视觉元素设计都是建立在品牌的基础之上^([1])。

Taking"Mingwuji"green tea as an example,this paper illustrates the design practice of green tea gift packaging,including packaging structure optimization,packaging material selection,packaging technology use,and decoration design.From different design perspectives,the authors put forward the design concept of"one leaf and one tea,one tea and one dessert"for different customer needs.As a result,the authors designed three gift packages to allow consumers to experience the fun of picking and drinking tea.This design practice aims to provide reference for the Anhui green tea gift packaging design industry to promote the development of Anhui green tea market and the transmission of tea culture.