非遗活化视角下老字号食品包装设计研究OA

With the living inheritance of intangible cultural heritage and the revival of China's time-honored brands,packaging design has become a key way to revitalize intangible heritage.The craft of making Shanghai City God Temple Pear Syrup Candy is an intangible heritage that carries the health wisdom of traditional Chinese medicine and the spirit of craftsmanship.Currently,its packaging has problems such as a shallow display of heritage culture and an outdated visual style,making it hard to meet modern consumer needs and limiting the living transmission of the heritage.This paper reviews the candy›s cultural features and development,analyzes the existing packaging problems,and proposes improvement strategies in three areas:modernizing traditional elements,combining function with culture,and empowering brand communication.Through packaging innovation,the study aims to promote the living inheritance of the Pear Syrup Candy heritage and help the time-honored brand rejuvenate and grow sustainably.