I 摘要 蔬菜干市场是我国为数不多的未整合的欧亿·体育（中国）有限公司。生活在环境污染、竞争压力大的环 境下，亚健康状态人群主要集中在以上班族为代表的年轻消费群体当中，他们越来越 注重健康的饮食方式，他们多数选择非转基因食品、绿色有机食品、寻求一切利于身 体健康的食品。 本文通过对“田里乡间”蔬菜干品牌进行调研以及整体的视觉形象化设计，通过 文字、图形、色彩等一系列的视觉语言符号，在产品品牌中把企业的主要卖点和同产 品间竞争优势展现出来，同时也将品牌的主要特征置入到消费者的消费观念当中，最 终，使得消费者对产品产生信赖进行购买。 文章主要通过四部分进行论述，第一部分主要对国内农产品市场进行调查与分析， 了解其欧亿·体育（中国）有限公司特征与市场现状。第二部分是对“田里乡间”品牌进行视觉形象的方案设 计，使品牌规范系统化。第三部分是对“田里乡间”品牌系列产品的应用、包装形式 与推广营销进行创意设计。 关键词，蔬菜干 品牌 田里乡间 插画 包装Abstract II Abstract Vegetables, the market is one of the few without integration in our country industry life under the environment of competition pressure of environmental pollution, mainly concentrated in the sub health crowd of young consumer groups, represented by workers they are increasingly pay attention to healthy diet, most of them choose the food Green organic food for all conducive to healthy food. This article through to the field country vegetables, brand research as well as the overall visual visualization design, through the text color graphics and so on a series of visual language symbols, in enterprise's main selling point in the product brand and products with competitive advantage, at the same time, it will be the main characteristics of the brand into consumer consumption idea, in the end, make consumers to purchase products produce trust. Article mainly through four parts, the first part is mainly to the domestic agricultural products market investigation and analysis, understand the industry characteristics and market situation The second part is about the field country brand visual image design, brand specification systematically The third part is the application of the field country brand series of products packaging and marketing of creative design. Key words: Vegetables Brand Field country Illustration Packaging目 录 III 目 录 第 1 章 绪 论.....................................................................................................................1 1.1 研究的方向与目标 ................................................................................................. 1 1.2 蔬菜干市场现状调查 ............................................................................................. 1 1.3 建立品牌形象的重要性 ......................................................................................... 2 第 2 章 “田里乡间”蔬菜干品牌视觉形象的独特化设计 .........................................3 2.1 “田里乡间”蔬菜干品牌分析 ............................................................................. 3 2.1.1 品牌定位分析 .................................................................................................... 3 2.1.2 消费人群定位分析 ............................................................................................ 3 2.2 “田里乡间”品牌视觉元素设计 ......................................................................... 4 2.2.1 品牌命名设计 .................................................................................................... 4 2.2.2 品牌标志设计 .................................................................................................... 5 2.2.3 品牌色彩设计 .................................................................................................... 6 2.3 品牌中独特化图形表现设计 ................................................................................. 7 2.3.1 插画图形表现设计 ............................................................................................ 7 第 3 章 “田里乡间”品牌包装设计与推广营销设计 ...............................................10 3.1 “田里乡间”品牌系列包装设计 ....................................................................... 10 3.1.1 普通系列包装设计 .......................................................................................... 10 3.1.2 精品系列包装设计 .......................................................................................... 11 3.2 “田里乡间”品牌推广传播 ............................................................................... 12 3.2.1 线上推广传播设计 .......................................................................................... 12 3.3 “田里乡间”品牌衍生品设计 ........................................................................... 13 结 语..............................................................................................................................14