Research on Packaging Design of Agricultural Products in the Context of Rural Revitalization

-- Taking Yanchi Tan Sheep as an Example

Abstract

Against the backdrop of the full advancement of the rural revitalization strategy, the branding of agricultural products has become a key path to promote agricultural industrial upgrading, increase farmers' income, and achieve the sustainable development of rural economies. As a core carrier for disseminating the brand image of agricultural products and enhancing market competitiveness, packaging design has increasingly prominent strategic value. Taking Yanchi Tan sheep in Ningxia as the research object, this paper systematically explores the current status and problems of Yanchi Tan sheep's packaging design by integrating the core requirements of rural revitalization—"prosperous industries, livable ecology, and civilized rural customs"—and adopting literature research, case study, and field survey methods. The research is carried out from three dimensions: empowerment by regional culture, synergy between functionality and ecology, and brand value transmission. It proposes integrating local elements of Yanchi, such as grassland ecology, nomadic culture, and intangible cultural heritage craftsmanship, into visual design, while meeting functional needs including freshness preservation and protection, logistics adaptability, and environmental friendliness and degradability. Furthermore, a design strategy of "packaging-brand-industry" linkage is constructed. Ultimately, the study aims to help build Yanchi Tan sheep into a regional characteristic agricultural product brand through optimizing its packaging design, thereby providing theoretical references and practical paradigms for the packaging innovation and industrial upgrading of similar agricultural products under the background of rural revitalization.