基于时代背景下老字号名酒包装升维设计与实践——以西凤酒为例

DESIGN AND PRACTICE OF FAMOUS TIME-HONORED LIQUORS’ PACKAGING UPGRADATION UNDER THE BACKGROUND OF THE TIMES – TAKE XIFENG LIQUOR AS AN EXAMPLE

中国白酒历史源远流长,白酒所传承的文化更是积淀深厚,而产品包装作为销售环节中与产品结合得最紧密的载体,除了保护产品外,还起到了表现产品特质、展示品牌形象、体现文化内涵、引导用户选择等作用。西凤酒作为中国四大名酒之一,是独一无二的凤香型白酒,也是现代西北地区的特色老酒。如何在时代背景下通过打造西凤酒包装设计新格局,将老字号名酒向更广、更新、更多层次的当代消费群体推广开来,是一个值得研究的问题。本文以西凤酒为例,探讨了基于时代背景下老字号名酒包装升维设计与实践。

Chinese liquor has a long history, and the culture inherited by liquor has a profound accumulation. As the carrier that is most closely integrated with the product in the sales process, product packaging not only protects the product, but also plays a role in expressing product characteristics, displaying brand image, and embodying cultural connotation, etc. As one of the four famous liquors of China, Xifeng Liquor is a characteristic old liquor in modern Northwest China. How to promote the time-honored liquor to a wider, newer and more consumer group by creating a new packaging design pattern for Xifeng liquor in the context of the times is a question worthy of research. Taking Xifeng liquor as an example, this paper discusses the design and practice of upgrading the packaging of time-honored famous liquors based on the background of the times.