Abstract

Driven by the rural revitalisation strategy, the construction of ‘beautiful countryside’ has been actively pursued across various regions. However, rural brands still face challenges such as single development models, serious homogenisation,and insufficient market competitiveness. In response to these challenges, this study examines the fruit industry in Fengxian District, Shanghai, exploring how visual identity design can enhance brand uniqueness and market competitiveness, thereby promoting regional economic development.The study begins with an in-depth analysis of the current state of the fruit industry in Fengxian District. Despite having rich agricultural resources and a superior ecological environment, Fengxian's fruit brands struggle to stand out in the highly competitive market, particularly against the brands from Chongming County and neighboring regions like Zhejiang and Jiangsu. Through literature review, field research, interviews, and questionnaires, this study comprehensively assesses the status and challenges of Fengxian's fruit brands, delving into their brand resources, environment, and cultural advantages to provide a scientific foundation for visual identity design.Based on these insights, the study proposes a visual identity design strategy for Fengxian fruit brands, aiming to create a unique and recognisable brand image by clarifying brand positioning and integrating regional culture and ecological strengths. The strategy seeks to visually convey the high quality and uniqueness of Fengxian fruits, enhancing consumer identification and loyalty to the brand. The results indicate that a well-planned visual identity design significantly enhances the market competitiveness of Fengxian fruit brands and provides a scientific basis for policy formulation, thereby promoting the sustainable development of the fruit industry in Fengxian District. This study not only offers practical strategies for enhancing Fengxian fruit brands but also serves as a reference model for rural Fruit branding nationwide, contributing to the broader goal of rural revitalisation.