Guided by narrative theory, the work aims to explore the method of narrative strategy in the design of "Guangdong Style" agricultural brand IP image in the new era, and provide new ideas for the construction of agricultural brand in China. Firstly, the basic concept of narrative theory was summarized, and the development status and existing problems of "Guangdong Style" agricultural brand were analyzed. Secondly, through the logic of brand narrative, the application method of narrative theory in brand IP image design was discussed. Finally, through the design practice of Xiguan Xiang Xiang IP image elements, the narrative strategy of "Guangdong Style" agricultural brand IP image was summarized. Through the analysis of narrative logic, the core value of narrative was found in the practice of "Guangdong Style" agricultural brand, and the psychological cognition of narrative was completed through narrative expression and narrative communication.Brand narrative forms a logical relationship of brand cognition from the aspects of brand culture, brand image and brand communication, and provides a systematic methodology for the IP image design of "Guangdong Style" agricultural brand, excavates the story of agricultural brand IP image design, enhances consumers' sense of experience and recognition of brand IP image, and improves the market value of "Guangdong Style" agricultural brand, providing valuable reference for the design of agricultural brand IP.