Abstract: Regional brand building of agricultural products is an important prior condition for transformation and upgrading of the agricultural industry and the promotion of competitiveness. Regional brand design can effectively increase the farmers' income, comfort the needs of market and consumers, and contribute to the sustainable development of agricultural economy. But the regional brand design of Yunnan agricultural products is lack of innovation and scientific design management. Through the analysis of brand design rule and case, The research indicates that the regional brand design of Yunnan agricultural products needs to clarify the positioning of agricultural products, optimize the brand name, share the visual communication system of regional brand, strengthen the internal association of the visual system of brand design, promote the external association and premium enhancement of the brand, realize the construction of the core brand of agricultural products in the domain, sort out the regional cultural system, and tell the brand story of agricultural products.

Key words: agricultural products, regional brand, design, countermeasure