A Study and Practice of Regional Brand Image Design from a Local Cultural Perspective——A Case Study of the “Cha Le Di” Brand in Jining, Shandong

Abstract

This study takes the “Cha Le Di” brand from Jining, Shandong Province, known as the “Hometown of Confucius and Mencius,” as its research object. From a local cultural perspective, it explores the practical pathways for regional brand image design. Taking Jining’s profound Confucian cultural heritage as the design entry point, the study meticulously identifies and refines representative cultural symbols such as the Confucius bowing gesture, traditional ritual music and dance spirit, and Lu brocade patterns. Through innovative transformation and systematic design integration, the study creates a brand visual identity that combines regional characteristics with modern aesthetic features, thereby enhancing brand value and contributing to regional economic development. This research provides designers with a reference case and valuable experience for constructing localized regional brand images.