Research on the Brand Design of Wuxi Married Flowers under the Development of Cultural Inheritance

Abstract

As a unique embroidery technique of picking flowers in Wuxi County, Chongqing, Wuxi dowry flower carries rich folk culture and female narratives. This paper analyses the visual translation path of typical patterns in contemporary design by combing its historical origin and pattern culture, and constructs a brand visual identity system based on cultural phrases. At the level of cultural and creative product design, it takes embroidered scarves and pillows as examples to explore the influence of pattern refinement, colour innovation and material innovation on product market acceptance; at the level of brand communication, it studies the communication strategy of Ninghe embroidery in social media, exhibitions and rural revitalization projects, and proposes optimization paths in four aspects: visual unity, cultural narrative, user participation and digital experience. The study shows that the Wuxi Wedding Flower has achieved the synergistic development of the living and commercialisation of non-heritage through the integrated mode of "culture-design-communication". Future research can focus on the application of digital technology and cross-cultural communication strategies to further enhance the brand value and cultural influence of Wuxi Married Flowers.