The predecessor of Pepper Factory is the traditional bittern workshop in Kaizhou, Chongqing. After decades of operation, due to the impact of foreign brand delicatessen chain stores, the sales gradually declined. Young heirs hope to revitalize the production of the workshop with the Internet. Based on this demand, we have designed a new brand name and visual image for the old workshop, which accord with the taste of young people. According to the previous sales data, we get that the core age of the target customer is 16-27 years old, the local young people who like entertainment in Sichuan and Chongqing area, and then put forward the brand slogan of "you jiao ma，bu jiao ma"it means“with pepper, no anxiety " (Jiao ma refers to anxiety in Sichuan dialect). Combined with the brand visual of street style, we hope to reflect the banter and optimism in the local culture Spirit.