摘 要 ： 黟县，又称“黑多县”，就如同它的名字一样，是一个物产极其丰富 的县城。它位于美丽的黄山脚下，是徽州六县之一，而这里，也是我的家乡。但 目前家乡旅游景区的特产依旧还是使用传统的商业化包装，大大降低了游客的购 买欲望。74438

“黑多”黟县土特产品牌甄选当地原生态食材、特产，以即食类为主，进行 黟县土特产品牌系列包装设计。同时，打破传统的商业化包装，以黟县特色的竹 编的手工艺术为主，进行具有当地特色的系列化包装设计，打造属于家乡自己的 品牌。使其包装更具有选购、珍藏价值，加大家乡特产的推广，满足游客的购买 欲。

该品牌形象设计突出“天然、原生态、质朴、民俗风”的设计理念，为让消 费者放心的购买该品牌产品，产品的包装需呈现出的视觉形象是给人以一种安心 于大自然的心理感受。包装结合当地特色，通过竹刻、版画形式对产品元素造型 进行品牌形象设计，更能渲染品牌地域文化特色，使消费者感受到黟县原生态的 产品的质朴。

在展示效果上，应用黟县特色的竹编手工艺，使得制作工艺与设计理念相互 结合，形成整体统一的视觉效果。

毕业论文关 键 词 ： 品牌、原生态、包装、竹刻

Abstract ： Yixian county, also known as "black county", as its name, is an extremely rich  natural resources,  a county town。 It  is located  in the beautiful at   the

foot of huangshan mountain, is one of the six counties of huizhou, and here is my hometown。 But at the moment, a specialty of hometown scenic spots still use the traditional commercial packaging, greatly reduces the tourists want them。

\"Black\" yixian county local products brand selection local raw ingredients, specialty, with instant class is given priority to, yixian county local products brand series of packaging design。 At the same time, break the traditional commercial packaging, mainly yixian characteristics of bamboo weaving craft art, series packaging design with local characteristics, create home own brand。 Make the packaging more choose and buy, the collection value, increase the promotion of hometown specialty, meet the needs of tourists buy。

The brand image design highlight "natural, ecological, plain, folk wind" design concept, present the visual image of give a person with a kind of comfort in the psychological feelings of nature, let the consumer trust of buying the brand products。 Packing combined with local characteristics, through the wood, the print form to brand image design, product elements modelling can render more brand regional culture characteristic, make consumers feel the yixian county native products of plain。 On the display effect, application of yixian county characteristics of bamboo weaving handicrafts, silk screen printing process, make the production technology and design concept together, forming a unified visual effect。

Keywords：Brand, the original packing, bamboo carving

目 录

1。背景介绍 4

2。现状分析 4

3。总体品牌形象设计的目标及要求 4

4。总体品牌形象设计方案概述 5

4。1 设计思路 5

4。2 设计内容 5

4。2。1 “黑多”品牌形象的标志设计 6

4。2。2 “黑多”品牌形象辅助图形设计 7

4。2。3 “黑多”品牌形象的色彩识别设计