此次毕业设计是为洪庆山水果资源进行品牌开发与包装设计，希望借此让更多人了解洪庆山，助推当地新农村建设。品牌以“果多多”为名，简洁明了，朗朗上口。在品牌形象设计中，以清新的绿色和白色相配，突出水果天然、有机、新鲜的特点。在包装设计上以插画为载体，用拟人化手法呈现不同种类水果，搭配明艳鲜亮的色彩，提升视觉吸引力，并针对水果种类使用不同材质和形式的包装，使包装成为品牌形象亮点。

The graduation project is to develop the brand and package design for Hongqingshan fruit resources, hoping to let more people understand Hongqingshan and promote the construction of a new rural area. Brand to "fruit more" for the name, concise and clear, catchy. In the brand image design, with fresh green and white matching, highlighting the natural, organic, fresh characteristics of fruit. In the packaging design, the illustrator is used as the carrier, the anthropomorphic approach to show different kinds of fruits, with bright and bright colors, enhance the visual appeal, and for the fruit types, the use of different materials and forms of packaging, so that the packaging becomes the brand image highlight.

水果品牌的市场竞争性在现今的表现日渐激烈，那么水果品牌走向市场成为了我们值得关注与研究的问题。通过对国内外水果品牌的案例分析与研究，得出的结论，水果依靠产品的本身去参与市场的竞争是不够的，想要发展出更好的水果品牌就必须以水果品牌建设为重点。好的品牌形象可提高水果品牌市场竞争力，得到水果市场的认可。此次毕业设计选题是基于洪庆山水果品牌设计，对"果多多"品牌的形象设计展开研究，"果多多"是为洪庆山水果做的品牌，从而以水果品牌的知名度，让人们了解洪庆山原始森林，提升洪庆山经济效益，发展新农村建设。通过关于国内水果品牌形象设计类的文献资料分析与整理，展开关于水果品牌的理论研究，从而了解其基本要求与主要方法，总结出我国水果品牌形象的发展现状。

The market competition of fruit brand is becoming increasingly intense nowadays, so it is a problem that we should pay attention to and study on. Through the analysis and study of domestic and foreign fruit brands, the conclusion is drawn that it is not enough for fruit to rely on the products themselves to participate in the market competition, and if we want to develop a better fruit brand, we must focus on the fruit brand construction. Good brand image can improve the market competitiveness of fruit brand and be recognized by the fruit market. This graduation project is based on the brand design of Hongqingshan fruit, and research on the image design of the brand "Guoduuo", which is made for Hongqingshan fruit, so as to let people understand the original forest of Hongqingshan with the brand name of the fruit. Improve the economic benefits of Hongqingshan, develop new rural construction. Through the analysis and collation of literatures on domestic fruit brand image design, this paper carries out the theoretical research on fruit brand, in order to understand its basic requirements and main methods, and summarizes the development status of fruit brand image in China.

此次毕业设计选题主要是为了响应新农村建设，扩展了旅游资源，让越来越多的人去了解洪庆山的自然风光。品牌上洪庆山它是唯一的“城中山”，也有绝美的环山路。这里不仅森林植被茂盛，而且海拔高，气候与山下的差异不小，盛产很多种类的水果，因此为洪庆山的水果做一个水果包装设计，包装上以插画的方式，创造出符合这个水果的特色和增强现代感的水果包装，具有创意的包装会给产品带来附加值，产品外包装所体现的信息与审美，显得越来越重要，从而加强与消费者之间的联系，能提高销量，提升品牌价值，表现出品牌的文化。

The graduation project is mainly to respond to the construction of new countryside, expand the tourism resources, so that more and more people to understand the natural scenery of Hongqingshan. Brand on Hongqingshan it is the only "city of the mountain", but also a beautiful ring road. Here, not only the forest vegetation is lush, but also the altitude is high, the climate is not small and the mountain is different from that of the mountain, and a lot of fruits are abundant. Therefore, a fruit package design is made for the fruits of Hongqingshan Mountain, and the package is illustrated. creating a fruit package which accords with the characteristics of the fruit and enhances the modern sense, the creative package can bring added value to the product, and the information and aesthetics embodied in the outer package of the product become more and more important, thereby strengthening the connection with consumers, increasing the sales volume and promoting the brand value. Show the culture of the brand.