Strategies for expressing Chinese patriotic sentiment in national brand food packaging: a case study of Wahaha brand
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1.College of Ceramics and Design, Beibu Gulf University, Qinzhou, Guangxi 535011, China;2.The Innovation School of Greater Bay Area, Guangzhou Academy of Fine Arts, Guangzhou, Guangdong 510006, China

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    Abstract:

    The article begins by interpreting the essence of patriotic sentiment as a sense of community with a shared destiny, which can be shaped into perceptible expressions through rich design elements. By introducing the theories of collective unconsciousness and brand archetype, it deduces a three-dimensional expression path for the brand archetype of patriotic sentiment in food packaging design from three dimensions of symbol, function, and narrative. Through a systematic analysis of Wahaha's food packaging, the study verifies how the expression strategies of symbol triggering, function empowerment, and narrative construction activate and materialize the brand archetype. It points out that national brands can evoke the patriotic archetype embedded in consumers' subconscious through patriotic visual symbols, social responsibility designs, and ethnic cultural narratives, thereby achieving resonance and recognition between the brand and its consumers.

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黄叔界,黄军.“家国情怀”在民族品牌食品包装设计中的表达策略——以娃哈哈品牌为例[J].食品与机械英文版,2025,41(9):227-232.

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History
  • Received:May 11,2025
  • Revised:August 26,2025
  • Adopted:
  • Online: October 28,2025
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