“肖氏茶行”品牌视觉改造计划

AbstractWith the rapid development of modern science and technology,manyproducts are becoming more and more homogeneous.For the goods beingconsumed,people have not only paid attention to the use of their basicefficiency and attributes.People put forward higher requirements on whethercommodities can reflect personal economic strength,culturalaccomplishment,aesthetic taste and other aspects.In this context,some oldstores still maintain the traditional image of the past,if not to change,it isdifficult to attract contemporary consumers with a variety of psychologicalneeds for goods;some old stores,to reshape and redesign their brand image,so as to keep their brand vitality.This paper focuses on the visual transformation of the traditional brandimage of the old stores,and through the case study of the visual design of theold stores in China,to explore the visual image of brand reconstruction andthe font design method in line with the modern aesthetic.Finally,according to the research direction of the paper,taking theXiaoshi tea behavior in Nanhai District of Foshan as an example,the papercarries out the innovative design practice of brand visual image,and furtherexplores the feasibility of the theoretical results of the paper.Key words:Brand of Tea Line Brand Image Brand Redesign