基于乡村振兴背景下的赣南脐橙产品包装IP设计研究

Research on the Packaging IP Design of Navel Orange Products in Gannan under the Background of Rural Revitalization

赣南脐橙作为江西地理标志领头品牌,一直是赣州市人民政府重点扶持的最具特色的农业产品。本文立足当前市面上赣南脐橙产品包装现状,以打造具有地域特色的包装设计产品为指引,将赣南脐橙与当地特色文化元素进行融合凝练,打造具有文化特质、品牌内核、独特审美价值体现的脐橙品牌。在重新定义赣南脐橙品牌文化内涵的同时,期望能够为赣南脐橙包装产业发展提供设计参考,实现地域文化与品牌建设的双重发展。

Gannan navel orange,as a leading geographical indication brand in Jiangxi,has always been the most distinctive agricultural product supported by the People's Government of Ganzhou City.This article is based on the current packaging status of Gannan navel oranges on the market,guided by creating packaging design products with regional characteristics.It integrates and condenses Gannan navel oranges with local cultural elements,creating a navel orange brand with cultural characteristics,brand core,and unique aesthetic value.While redefining the cultural connotation of Gannan navel orange brand,we hope to provide design references for the development of Gannan navel orange packaging industry,and achieve the dual development of regional culture and brand construction.