Research on the Cultural and Creative Design of Beijing Lord Rabbit Based on The Perspective of Intangible Cultural Heritage Activation and Brand Communication

Based on the dual perspective of intangible cultural heritage activation and brand communication, this study systematically discusses the transformation path and practice strategy of Beijing Rabbit man cultural and creative design. By sorting out the historical changes and cultural implication of Lord Rabbit since the Ming Dynasty, it reveals its deep spiritual core and its value as a folk symbol of the time. In view of the realistic challenges such as current market homogenization competition, intellectual property dilemma and generation Z consumer demand fault, the three-dimensional development framework of "cultural gene decoding- -technology enabling innovation- -circle communication" is put forward. Combined with typical cases such as "Rabbit Boy 'blessing' " digital collection, the key role of "design-driven" strategy in the activation of intangible cultural heritage is demonstrated: realizing immersive translation of cultural symbols through VR / AR technology, constructing digital entity linkage ecology, and reconstructing visual language with the help of Morandi color system and cyber Dunhuang aesthetics. Research points out that the legacy and need to break through the static decoration function limitations, to the "digital art + cultural education + social currency" composite value system evolution, by building layers narrative, strengthening IP ecological linkage, improve the intellectual property protection mechanism, realize the creative transformation of traditional skills and brand communication, for the sustainable development of intangible IP provide theoretical reference and practical paradigm.