乡村振兴视角下的包装设计与品牌创新——以常州钟楼十村蔬果包装“原汁原味”为例

Packaging Design and Brand Innovation from the Perspective of Rural Revitalization—Taking the “Original” Packaging of Vegetables and Fruits in the Tenth Village of Changzhou Zhonglou as an Example

摘要: 在新时代的背景下，城市和乡村的发展差距正在逐步拉大，我国为解决三农问题，大力发展乡村振兴，培养乡村振兴的人才。而农产品的开发生产销售已经成为推动乡村经济发展的重要一环，因此进行区域性农产品包装的品牌包装更新设计，能够大力促进当地农产品的消费，展示乡村的新风貌，如今的区域农产品包装还存在着许多问题，本文将对常州钟楼十村蔬果农产品的品牌包装设计提出更新策略和方案，将结合区域特色，改善过去此区域蔬果品牌包装缺乏特色，难以吸引大众，使得优质的农产品无法走出去的问题。

Abstract: In the context of the new era, the development gap between urban and rural areas is gradually widening. In order to solve the problems of agriculture, rural areas and farmers, China vigorously develops rural revitalization and trains talents for rural revitalization. And the development of agricultural products production and sales has become an important part of promoting the development of rural economy, so regional agricultural packaging brand packaging update design, can vigorously promote the local consumption of agricultural products, show the new style of the country, now regional agricultural packaging still has many problems, this paper will to Changzhou bell ten village fruits and vegetables agricultural products brand packaging design update strategy and scheme. This paper will combine the regional characteristics to improve the lack of characteristics of the brand packaging of fruits and vegetables in this region in the past, which is difficult to attract the public and makes it impossible for high-quality agricultural products to go out. The problem is that the brand packaging of fruits and vegetables in this region lacks characteristics.