目的 本文以叙事理论为指导，针对“粤字号”农业品牌IP形象设计研究，旨在探索新时代下叙事策略在农业品牌IP形象设计中的方法，为我国农业品牌建设提供新的思路。方法 首先，概述了叙事理论的基本概念，分析了“粤字号”农业品牌的发展现状和存在的问题;其次，通过品牌叙事的逻辑，探讨了叙事理论在品牌IP形象设计中的应用方法;最后，通过西关香香IP形象元素的设计实践，总结了“粤字号”农业品牌IP形象的叙事策略。结果 通过叙事逻辑的分析，在“粤字号”农业品牌的实践中找到了叙事的核心价值，并通过叙事表达和叙事传播完成了叙事的心理认知。结论 品牌叙事从品牌文化、品牌形象和品牌传播等方面形成品牌认知的逻辑关系，为“粤字号”农业品牌IP形象设计提供了系统的方法论，对农业品牌IP形象设计的故事进行挖掘，提升消费者对品牌IP形象的体验感和认知度，提高“粤字号”农产品品牌的市场价值，为农业品牌IP设计提供了有价值的参考。

Guided by narrative theory, the work aims to explore the method of narrative strategy in the design of "Guangdong Style" agricultural brand IP image in the new era, and provide new ideas for the construction of agricultural brand in China. Firstly, the basic concept of narrative theory was summarized, and the development status and existing problems of "Guangdong Style" agricultural brand were analyzed. Secondly, through the logic of brand narrative, the application method of narrative theory in brand IP image design was discussed. Finally, through the design practice of Xiguan Xiang Xiang IP image elements, the narrative strategy of "Guangdong Style" agricultural brand IP image was summarized. Through the analysis of narrative logic, the core value of narrative was found in the practice of "Guangdong Style" agricultural brand, and the psychological cognition of narrative was completed through narrative expression and narrative communication.Brand narrative forms a logical relationship of brand cognition from the aspects of brand culture, brand image and brand communication, and provides a systematic methodology for the IP image design of "Guangdong Style" agricultural brand, excavates the story of agricultural brand IP image design, enhances consumers' sense of experience and recognition of brand IP image, and improves the market value of "Guangdong Style" agricultural brand, providing valuable reference for the design of agricultural brand IP.