“常州礼物”老字号集成品牌的年轻化设计策略

YOUNG DESIGN STRATEGY OF“CHANGZHOU GIFTS”TIME-HONORED INTEGRATED BRAND

探索关于老字号品牌年轻化设计的策略,赋予其新的能量,实现可持续发展。通过“常州礼物”品牌设计实践,将常州老字号品牌集成于“常州礼物”中进行推广设计。提炼出关于老字号品牌年轻化设计的策略:提升品牌VI设计的“颜值”、以插画设计沟通品牌故事、以IP形象设计增强品牌的亲和力、融入新媒体传播方式聚合年轻受众,在一定程度上为老字号品牌的发展提供参考。

To explore the strategy of the time-honored brand's rejuvenation design,endowing it with new energy and realizing sustainable development.Through the brand design practice of"Changzhou Gifts",Changzhou time-honored brand is integrated into"Changzhou Gifts"for promotion and design.The paper refines strategies of the time-honored brands'rejuvenation design:enhance the"appearance level"of brand VI design,communicate brand story with illustration design,enhance brand affinity with IP image design,integrate new media communication methods to gather young audiences,and provide reference for the development of old brands to a certain extent.