The work aims to explore the ideas and design strategies of establishing design-driven start-up brands in the context of e-commerce. Starting from the current difficulties faced by start-up brands, the opportunities of brand design were explored in combination with the opportunities brought to brand development in the e-commerce era. By analyzing the development mode of typical design-driven brands and comparing the characteristics of several successful cases, the characteristics of design-driven brands were summarized. On this basis, the design and development strategies of start-up brands in the context of e-commerce were obtained. Design strategies for design-driven start-up brands in the e-commerce era were proposed from brand positioning, product portfolio and comprehensive experience of brands. The user centered principle should be expanded to the perspective of system innovation. The design thinking should be introduced into brand construction. In terms of positioning strategy, the brand value and significance should be strengthened in life. In terms of product dimension, the hidden demand should be mined for systematic layout of product ecology. In terms of brand experience, the advantages of e-commerce communication and channels should be given way to play, and attention should be paid to emotional links.