基于乡村产业振兴的品牌设计探索

Brand Design Exploration Based on Rural Industry Revitalization

乡村品牌建设是乡村产业振兴的重要内容,乡村品牌的价值根植于乡村生活、生产、生态的真实场景,乡村品牌可以有效提升产品附加值、实现城乡消费链接、增强乡村体验美学、在消费文明中放大乡村资源优势。本文依据乡村价值资源禀赋,提出基于“VPC品牌识别”的设计方法,在乡村品牌识别设计中,凸显乡村的美学、物产、文化等价值要素,以此建立起利益相关者对乡村品牌的偏爱与忠诚度,以期为同类品牌设计提供参考。

Rural brand building is an important part of rural industry revitalization. The value of rural brands is rooted in the real scenes of rural life, production and ecology. Rural brands can effectively enhance the added value of products, realize the link between urban and rural consumption, strengthen the aesthetics of rural experiences and amplify the advantages of rural resources in consumer civilisation. This paper proposes a design methodology based on the "VPC brand identity", which highlights the aesthetics, products and culture of the countryside in the rural brand identity design, so as to establish stakeholders’ preference and loyalty to the countryside brand, with a view to providing reference for similar brand designs.