品牌故事观点在伴手礼包装设计中的体现

THE APPLICATION OF BRAND STORIES IN SOUVENIRS PACKAGING DESIGN

品牌故事指企业为向消费者传达品牌定位、设计与价值,以讲故事的方式加入企业本身的观点引发认同及共鸣,是一种创意的营销手法。伴手礼是外出旅游时为亲友购买的当地特色食品、纪念品等礼物,是具有代表地方文化的宣传品。将品牌特色故事融入伴手礼文创包装设计的创意思路,是当前包装设计理论领域一种新颖的设计实践方法。本文以伴手礼品牌“日出”凤梨酥为主要研究对象,分析其包装设计对品牌故事的运用,以期为同类文创包装设计提供一定的借鉴与参考。

Brand stories generated by businesses are to deliver brands’marketing,design and value.Brand storytelling is a creative marketing skill and affects the brand success.Souvenirs are often used as gifts to relatives and friends while travelling also represent local uniqueness and promote the cultural identities.It is a novel design practice in the field of packaging design theory to integrate the brand characteristic story into the packaging design.This article discusses the methods of brand storytelling focusing on the cake brand“Dawncake”and hopes to provide theoretical and practical suggestions for gift packaging design.