The work aims to explore the path of brand reconstruction and sustainable innovation design strategy under the perspective of circular economy, and to provide references and suggestions for the sustainable development of enterprises. The research method of model construction was mainly adopted for research. Firstly, a path of rebranding and sustainable innovation was constructed based on the theoretical model of circular design thinking; Secondly, two major innovation systems were proposed, namely, the innovation of the brand value system to maximize the benefit of resources and the innovation of the brand visual system to return to the essence of the creation of the object. The feasibility of the sustainable brand innovation strategy was analyzed in combination with cases. Finally, from the perspective of branding, the brand design innovation system was established, and a valuable business model was constructed for the enterprise. The brand value system innovation of maximizing resource efficiency promotes the cooperation and recycling of different industries, reduces the loss of resources and at the same time brings good business benefits to the enterprise, and establishes the sustainable core values of the brand, so that companies can implement sustainable brand development strategies and turn environmental and social challenges into business opportunities that benefit both society and the company.