“药草集”四物汤礼品品牌形象设计.docx

摘 要 四物汤做为中国传统药膳代表四物汤本身就有着强烈的中国传统色彩而对其融入礼的文化概念也是符合当代人们对于礼品这一物品的定义。 中国自古就自称为“礼仪之邦”这也从侧面反映出我国对“礼”的推崇。传统礼文化伴随着中华民族几千年来的兴衰演变，如今已经成为较为完整的一大核心文化体系。《释名》曰：“礼，体也。言得事之体也。”如今社会，自古以来自上而下约定俗成的各种礼仪规范与风俗，已经潜移默化的进入人们的生活，并逐渐成为沟通人际交往的一大行为符号。不同的礼仪风俗传递着不同的感情，并进一步影响着人际关系的交往与沟通。 而四物汤本就是传统的中国药膳演变至今其作用功效也渐渐完善，而与其相似产品阿胶，益母草相比其知名度远不及二者。其根本在于没有它没有自己的品牌，而以药草集为品牌名称进行形象再设计，更多的是体现其汉方药膳的品牌形象。在设计元素的选取上继承有价值的元素去粗取精，与此同时挖掘符合时代发展的元素加以提炼。以复古为主要风格。进行形象再设计。主做中高档的礼品包装设计也是为了更好的满足市场的需求。 [关键词]：礼品包装；传统礼文化；四物汤；药膳；环保材料：传统吉祥纹样 Abstract Siwu decoction shows Chinese traditional culture heavily as it is the typical of Chinese medical diet. So if it blended in ritual culture, it still accord with the definition of gifts. China was called “State of Ceremonies” by people from ancient and it is shows that people advocate ritual culture. Traditional ritual culture becomes a complete core culture system with the rise and fall of the Chinese nation for thousands of years. Nowadays, all kinds of etiquette norms and customs that have been made up and down from the top to the bottom since ancient times. It have been imperceptibly entered into people's life and gradually become a major symbol of interpersonal communication. Different etiquette customs convey different feelings, and further impact on interpersonal communication. The function of Siwu decoction is gradually improved, but the popularity of it is less than the two similar products donkey-hide gelatin and leonurus. The fundamental reason is that It is not have its own brand. Put “A set of decoction” as the brand name and redesign its image. What the most important is that reflect the brand image of the Chinese medicine food. In the selection of design elements, we should inherit valuable elements and extract the essence. At the same time, we should dig out elements that conform to the development of the times and refine them. Take the style of retro as the main style and redesign the image. The main middle and high-end gift packaging design is also meet the need