In the era of mobile Internet rampant, FMCG industry means of communication can be described as ever-changing, new tactics to come out, but the same. FMCG industry only pay more attention to the consumer experience, enhance consumer product stickiness, in order to be invincible in the future competition. Focusing on the brand innovation in fashion and FMCG, HaiQi integrates abstract brand concept and exhibition space through brand planning and analysis positioning, and visually displays the visual image of the brand to create works with brand soul. Combining with the brand's own culture and the strategic mode of development, we carry out the design planning with the theme of brand image as the creative theme. Through the visual communication of space, we can convey the concept and culture of brand positioning and core values ??to the brand.