REPOSITIONING THE SPATIAL SYMBOLS AND CULTURAL VALUES OF TIME-HONORED BRANDS:TAKING DENG LAO HERBAL TEA AS AN EXAMPLE
This study takes the upgraded old brand"Deng Lao Herbal Tea"as a case study,aiming to explore how the spatial visual elements in brand communication value elements align with brand value and its cultural value in communication.Adopts the theory of spatial symbol element analysis,this study conducts an in-depth analysis of the spatial design,visual elements,layout,and non visual sensory elements of Deng Lao herbal tea stores through literature and case studies,in order to explore how to use spatial symbol design as a starting point to convey visual effects consistent with brand cultural value to consumers,and achieve the reshaping of brand cultural value.After the upgrade of the Deng Lao Herbal Tea brand,the main color tone was"new Chinese turquoise green",effectively conveying the health mission,promoting the rejuvenation and fashion of Chinese herbal tea culture,and highly consistent with the values of herbal health,green health,and trendy health brands,demonstrating the integration of traditional culture and modern concepts.Through carefully designed spatial visual elements,Deng Lao Herbal Tea has successfully conveyed brand cultural values in its stores,enhanced visual appeal and consumer identification,enhanced aesthetic value,and provided reference for the upgrading and dissemination of time-honored brands.
Time-honored brandsDeng Lao Herbal TeaSpace symbolCultural valueBrand value
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