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.
Publication Date
10-28-2025
First Page
227
Last Page
232
DOI
10.13652/j.spjx.1003.5788.2025.60132
Recommended Citation
Shujie, HUANG and Jun, HUANG
(2025)
"Strategies for expressing Chinese patriotic sentiment in national brand food packaging : a case study of Wahaha brand,"
Food and Machinery: Vol. 41:
Iss.
9, Article 29.
DOI: 10.13652/j.spjx.1003.5788.2025.60132
Available at:
https://www.ifoodmm.cn/journal/vol41/iss9/29
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