包装设计在老字号产品品牌重塑中的应用

牛再霞

doi:10.19554/j.cnki.1001-3563.2026.16.049

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包装工程（设计栏目） ›› 2026, Vol. 47 ›› Issue (16) : 553-558. DOI: 10.19554/j.cnki.1001-3563.2026.16.049

设计研讨

包装设计在老字号产品品牌重塑中的应用

牛再霞

作者信息 +

Application of Packaging Design in Repositioning of Time-honored Brands

NIU Zaixia

Author information +

文章历史 +

摘要

目的新时代消费群体审美与消费观念持续迭代,当代年轻人对老字号品牌普遍存在陈旧、保守的固有刻板印象,品牌形象老化、受众断层问题日益凸显。方法以品牌设计与包装设计相关理论为基础,采用文献理论研究与经典案例分析相结合的方式,系统梳理老字号品牌包装设计的市场定位与风格定位,探析包装设计在老字号品牌形象构建、文化传递与价值塑造中的核心作用,深入探究包装设计在老字号产品品牌升级与文化赋能中的具体应用路径。结论老字号品牌唯有在包装设计中持续创新突破、融合传统文脉与现代设计,才能依托自身文化底蕴与品牌优势实现转型升级、做大做强,适配时代发展潮流,长久焕发品牌活力与生命力。

Abstract

With the continuous iteration of aesthetics and consumption concepts among consumer groups in the new era, young people generally hold stereotyped impressions that time-honored brands are old-fashioned and conservative. Problems such as aging brand image and audience gap have become increasingly prominent. Based on relevant theories of brand design and packaging design, theoretical literature research and typical case analysis were combined to systematically sort out the market positioning and style positioning of packaging design for time-honored brands, analyze the core role of packaging design in brand image construction, cultural transmission and value shaping, and further explore the specific application paths of packaging design in brand upgrading and cultural empowerment of time-honored products. In conclusion, only by continuous innovation and breakthrough in packaging design and integrating traditional cultural context with modern design, can time-honored brands rely on their own cultural heritage and brand advantages to realize transformation and upgrading, expand and strengthen themselves, adapt to the trend of social development, and maintain lasting brand vitality and appeal.

导出引用1

牛再霞. 包装设计在老字号产品品牌重塑中的应用[J]. 包装工程. 2026, 47(16): 553-558 https://doi.org/10.19554/j.cnki.1001-3563.2026.16.049

NIU Zaixia. Application of Packaging Design in Repositioning of Time-honored Brands[J]. Packaging Engineering. 2026, 47(16): 553-558 https://doi.org/10.19554/j.cnki.1001-3563.2026.16.049

中图分类号： TB482

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