ScholarWorks@중앙대학교

초록

The purpose of this study is to analyze package design for rebranding aimed at enhancing brand value and to present implications. The rebranding cases in this study are limited to F&B companies that have maintained their “taste” for over 70 years, and the three brands selected for the study are Burger King, McDonald's, and Heinz. The visual elements of package design were analyzed in terms of color, symbol, brand font, slogan, and image (movement, feeling), and the strategies and effects of rebranding were also analyzed. The analysis results derived the commonalities of the three brands' fundamental rebranding efforts. Given the nature of the F&B industry, rebranding is not about creating a new “taste,” but rather about maintaining the identity of the “taste” while appealing to consumers with a new image. The ‘Visual Identity’ was implemented by utilizing visual design elements to convey the brand's unique values and philosophy, thereby appealing to consumers' emotions and hearts. The logo design emphasizes symbolism and simplicity, prioritizing intuitive communication through graphics rather than text or typography. Particular emphasis was placed on capturing attention through optimized color palettes and simple designs tailored for online and mobile platforms. Unlike previous iterations, the core colors now center on green and blue, symbolizing health. In particular, the focus was on attracting attention with a variety of colors and simple designs optimized for online and mobile use, and unlike in the past, green and blue, which symbolize health, were used as the core colors. In addition, the focus was on consumer emotions through pleasant communication with cheerful and bright colors that emphasize the rhythm and movement of the design. Through this study, it is evident that F&B rebranding focuses on design that appeals to consumer emotions, thereby enhancing brand value through positive experiences. The core of a company’s “sustainable development” lies in the “consumer (customer),” and consumer participation and consumer experience play a crucial role in building a brand ecosystem.

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