The work aims to explore the flexible transformation and brand development path of the contemporary twisted purple clay craft. Based on the perspective of living inheritance, the present inheritance dilemma of twisted purple clay was studied and judged according to field research and interview summary, and the inheritance law was summarized through successful cases of traditional handicraft brand building to provide design inspiration. It was guaranteed that when the authenticity of twisted purple clay handicraft was under protection, a set of practical and up-to-date brand design planning and construction scheme was provided for contemporary transformation. In theoretical level, the existing cultural resources were combed and deepened and the strategic model of twisted purple clay was proposed from three dimensions of craft publicity, product promotion and talent input. In practical level, the brand of twisted purple clay was built based on the cultural principle of "complete subjective realm in reflecting nature", and the design elements were extracted from the artistic temperament, thus realizing the creative transformation of brand logo design and visual application design. The brand development of twisted purple clay has feasibility and practical significance. This traditional craft with exquisite and practical value should not only be advertised by the minority, but it has full potential to be sought after by the current consumer groups. However, there are still difficulties in its industrialization development. Therefore, discussing the brand development can not only promote the living heritage of twisted purple clay craft, but also enhance the overall competitiveness of purple clay pot industry to a certain extent.