面向Z时代群体的茶品牌可持续设计研究——以“古道衷茶”品牌设计为例

Sustainable Design Research for Tea Brands Targeting the Z Generation——Take“Gu Dao Zhong Cha”Brand Design as an Example

当今时代,自然环保、可持续发展已成为全球各国各行各业的焦点话题,众多的国内外企业在践行可持续设计方面更是步履不停。为向Z时代群体宣传中国非遗茶,本文试图从绿色循环经济入手,并通过分析可持续设计概念顺应其发展脉络,打造绿色、环保可持续的品牌形象,以品牌设计带动品牌环保思维发散,带动绿色消费。研究“古道衷茶”品牌思想及发展问题,探讨可持续设计在不同发展层次上的路径创新可能性,融合探索非遗传承、传播的新模式和新路径,探索可持续设计在品牌设计中的路径创新。

In today's era,environmental protection and sustainable development have become a focal topic across all industries globally,with numerous domestic and international enterprises consistently pursuing sustainable design practices.To promote chinese intangible cultural heritage tea to the z generation,this paper begins with a green circular economy and analyzes the concept of sustainable design to align with its evolution,creating a green,eco-friendly and sustainable brand image.The aim is to leverage brand design to encourage broader environmental thinking and green consumption.This study examines the brand philosophy and developmental challenges of“Gu Dao Zhong Cha”,explores innovative approaches to sustainable design across various developmental stages,investigates new models and strategies for intangible cultural heritage preservation and dissemination,and investigates innovative pathways for sustainable design within brand design.