Brand Building and Innovative Design Based on Sustainable Material Products

YAO Shuheng; ZHANG Xizhi; LIANG Huafeng; XU Zi'ang

doi:10.19554/j.cnki.1001-3563.2026.06.042

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Packaging Engineering ›› 2026, Vol. 47 ›› Issue (6) : 458-465. DOI: 10.19554/j.cnki.1001-3563.2026.06.042

Design Discussion

Brand Building and Innovative Design Based on Sustainable Material Products

YAO Shuheng¹, ZHANG Xizhi^1*, LIANG Huafeng², XU Zi'ang¹

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Abstract

The work aims to provide an effective brand building path for the brand design of sustainable material products, enhance the brand design value of sustainable material products, and transform the sustainable concept into perceptible brand awareness. Firstly, the brand design cases of sustainable material products were explored through literature analysis and their existing problems were identified. Secondly, the relationship between brand building and sustainable material products was analyzed based on case studies. Finally, a brand system was constructed based on the "double helix model" from the perspectives of consumer behavior, brand culture and commercial value. Through the coordinated promotion of brand design and material technology, consumers' recognition of the sustainable concept was enhanced, which was beneficial to enhance the dominant position of the brand of sustainable products in market competition. In conclusion, establishing effective brand building contents and models can promote the marketization process of sustainable material products and realize the innovative value of brands.

Key words

brand design / brand building / double helix model / sustainable concept

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YAO Shuheng, ZHANG Xizhi, LIANG Huafeng, XU Zi'ang. Brand Building and Innovative Design Based on Sustainable Material Products[J]. Packaging Engineering. 2026, 47(6): 458-465 https://doi.org/10.19554/j.cnki.1001-3563.2026.06.042

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