Development of brand identity for nostalgic hot pot

Abstract

Hot pot catering as a member of the traditional catering industry, from its birth to now has nearly a hundred years of history. With the development of society, great changes have taken place in people's consumption concept. People in the hot pot this matter is no longer only the pursuit of simple delicious, but began to pursue some food with special meaning, nostalgia is to meet the current people's food and food culture of a sense of nostalgia, so nostalgic elements in the hot pot restaurant brand image design application is very necessary. The brand image design of hot pot catering can be started from its own characteristics and advantages, combined with the trend of The Times, and integrated with nostalgic elements to express the brand concept. In the hot pot restaurant brand image design analysis and research, we must first start from the nostalgic elements, understand the brand story background, development process and brand culture. Finally, according to the research direction of the paper, taking the application of nostalgic elements in the brand image design of hot pot catering as an example, the brand visual image design innovation design practice is carried out to further explore the feasibility of the theoretical results.