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.
Key words
packaging design /
product brand /
time-honored brand /
visual image
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