The work aims to shape the brand image of Tai Chi Chuan, the human intangible cultural heritage, in order to systematically inherit this cultural heritage and explore new paths for its creative transformation and innovative development. Through field research and in-depth interviews, along with the coding and induction of raw data, the current development state of Tai Chi Chuan and the demand factors for shaping its brand image were collected and analyzed. The Kano Model was employed to identify the motivations and needs of the younger generation regarding the Tai Chi Chuan brand image. The research yielded a design transformation path for shaping the Tai Chi Chuan brand image, involving the dual exploration of modern visual aesthetic design and digital brand experience. Thus, a visible, sensible, and enjoyable brand system was established and a youthful, fashionable, digital, and international Tai Chi Chuan brand image was constructed. Clarifying the design transformation path for shaping the intangible cultural heritage brand image contributes to enhancing the effective communication of public brand images of intangible cultural heritage from a modern public brand perspective, thereby strengthening the vitality and cultural distinctiveness of intangible cultural heritage projects in contemporary times.