Packaging and Brand Visual Design of Agricultural Specialty Products Empowered by Regional Tea Culture: A Case Study of Bingdao Pu'er

Abstract

Local tea culture is frequently mentioned in agricultural product branding, but taking Pu'er tea as an example, its packaging design is often unsatisfactory. Symbols are overused, visual identity is unclear, and regional characteristics are difficult to reflect. This study focuses on Bingdao Pu'er tea, exploring how to integrate local tea culture into packaging and brand design. First, we reviewed the ancient tree resources related to this tea, the traditions of the Tai and Lahu ethnic groups, and the history of the Tea Horse Road. Based on this, we proposed three design methods. First, we don't simply paste symbols, but delve into local symbols. Second, we construct a coherent brand visual system, rather than a collection of scattered elements. Third, we cleverly integrate information and functionality around the actual user experience. Our research found that cultural empowerment is not simply a matter of piling up materials, but only when symbol extraction, brand structure construction, and experience integration form an interconnected cycle can it truly be effective. We believe this framework can provide practical reference for building other agricultural product brands using local cultural resources.