Construction of Brand Symbol Systems and Regional Revitalization Strategies from the Perspective of Design Studies: A Case Study of the "Warm City, Diverse Flavors" Cultural Brand in Ordos

Abstract

Under the Rural Revitalization Strategy, the construction of visual symbols and experiential design for regional cultural brands has become a critical approach to activating local economies. This study focuses on the "Warm City, Diverse Flavors" agricultural and pastoral brand in Ordos, employing design methodologies to explore innovative strategies across three dimensions: brand symbol system design, multi-sensory experience construction, and localized cultural translation. Through participatory design research, brand visual narrative analysis, and service design thinking, this research systematically deconstructs the modern translation pathways of grassland cultural symbols, establishing a three-dimensional design model comprising a "brand gene bank–visual narrative system–multi-modal interactive experience." By extracting and reinterpreting Ordos cultural prototypes and integrating composite sensory design strategies (taste–vision–touch), the study enhances cultural identity recognition. Additionally, service design thinking is applied to construct an experiential loop of "pasture–workshop–table," forming a sustainable brand value-added pathway. The proposed "Five-Step Cultural Symbol Translation Method" and "Brand Experience Pyramid Model" provide replicable design paradigms for similar regional cultural brands, offering methodological innovations with practical value for design-driven rural revitalization.