The work aims to sort out the rules and methods of IP visual image design of agricultural product brands under the perspective of consumer culture and explore the innovative ideas and optimization paths of IP visual image design of agricultural product brands. Firstly, from the perspective of consumer culture and visual consumption, the mainstream forms and demand trends of agricultural products brand IP visual image design were analyzed from three characteristic dimensions:consumption symbolization, consumption sensualization and consumption experience; Then, the design rules and methods of agricultural products IP visual image design were sorted out through literature analysis and case study. Combined with the application, innovation ideas and optimization path of agricultural products IP visual image design in the perspective of consumer culture, a specific design strategy was proposed. Finally, through the design practice case of "Wen's Tianlu" food brand, the design strategy was verified from the design positioning to meet the material consumption demand, to the content design to meet the cultural consumption demand, and then to the scene construction to meet the spiritual consumption demand. In conclusion, IP visual image design strategy of agricultural product brands based on current consumption culture characteristics can effectively establish the connection between IP visual image, agricultural products, brands and consumers, which helps to realize the precise positioning of agricultural product brands, the output of brand concepts and the enhancement of consumption experience, and provides a new research perspective and useful inspiration for IP visual image design of agricultural product brands.