基于轻食主义热潮下的轻食餐饮品牌设计研究 Analysis on Brand Design of Light Food Catering under the Upsurge of Light Food 中文摘要在当前社会的快速发展下，人们生活水平逐渐提高，年轻群体成为消费市场的主力，而随着年轻消费者对健康的饮食态度有了新的追求，轻食主义渐渐成为这个时代的热潮。在主打轻食概念的餐饮不断增多的情况下，如何通过品牌设计做到精准的特色传递，这关系到轻食餐饮品牌的长远发展。本文研究了轻食餐饮品牌现状和发展趋势，对其提出了未来的设计要求，并结合品牌定位和视觉识别设计的基本内涵，探索了视觉识别设计在轻食餐饮品牌设计中的应用，进一步通过设计实践创造出符合年轻消费者视觉审美的轻食餐饮品牌。关键词：轻食主义 轻食餐饮 品牌设计AbstractWith the rapid development of the current society, people's living standards have gradually improved, and young people have become the main force in the consumer market. However, with the new pursuit of healthy eating attitude among young consumers, light food doctrine has gradually become the upsurge of this era. With the increasing number of restaurants that focus on the concept of light food, how to achieve accurate characteristic transmission through brand design is related to the long-term development of light food brands. This paper studies the current situation and development trend of light food and beverage brands, puts forward future design requirements for them, and combines the basic connotation of brand positioning and visual identification design to explore the application of visual identification design in light food and beverage brand design, and further creates a light food and beverage brand conforming to the visual aesthetics of young consumers through design practice.Key words：light Food doctrine ; light food ; brand design目录第一章 绪论...........................................................................................................
