The work aims to study the changes of brand communication forms and summarize new communication strategies to guide brand packaging design in the new media era. Based on the perspective of communication studies, the traditional brand communication model was established, and then reconstructed in combination with the new characteristics of media and consumers in the new media era. The brand communication strategies in the new media era were summarized based on the characteristics of the new model, and the matters needing attention in brand packaging design were put forward with the example of Luckin Coffee. In the new media era, the omnipotence of the media and the initiative of consumers have a great impact on the communication of the brand. The brand should establish communication strategies and guide its packaging design from three aspects:firstly, appropriately improve its own public opinion input, pay attention to the real-time public opinion of the mass consumer groups and the differences in the needs of specific consumer groups based on the omnipotence of the media; secondly, guide consumers to discuss and publish more positive comments, and fully reflect the high recognition and interactivity of packaging based on the initiative of consumers; thirdly, carry out brand alliance, and pay attention to the choice of expression and content by comprehensively applying the strategies mentioned above.