With the change of life style,the light catering which focuses on health and efficiency,such as light meals,tea drink and bakery etc,has won the favor of the post-80 s and post-90 s generations. This article starts with the characteristics of the new generation’s consumption upgrading,discussing the strategic research on visual design of light catering brand:How to build a characteristic light catering brand with good image,taste and consumption experience based on accurately positioning the brands and emphasizing on brand identifi...