The diet, kneaded together a place’s customs and characteristics, it is an essential part of the daily life, and it adds flavors to the culture. Since the ancient time, the tradition saying of “setting up the nation based on agriculture” has been our ancestors’ life mission. Paddy rice, tea, fruits and melons…etc, are not only a gift of kindness from the beautiful island, they are also means of bringing in foreign incomes and are essential in the growth of economic and trade history of Taiwan. But in recent years, Taiwan’s rice industry are becoming more and more multi-dimensional and westernized, the traditional rice milling industry had to change their management strategy in order to avoid being eliminated from the current market. Therefore, this creation aims to create new strategies to improve “Yongfa Rice milling Factory” located the Chiayi urban district, which has been running their business for over sixty years. This research is to carry on the discussion and ponder on how to develop its sales scope, disseminated the brand image, and also to extent the brand spirit. These are the main objectives of this creation. The author in the literature chapter, discusses the Taiwan rice culture and food development, the paddy rice industry market survey, the traditional rice milling industry change, and so on. Then cuts into from the visual plane design perspective, the generalized analysis of Taiwan’s large-scale rice brand and the small farmer brand which rose from recent years, the operation pattern, the marketing strategy, the visual design, and so on, taking the literature discussion and the case analysis result reference in this creation. In the overall visual design and planning, the design aims to explore the creation of the rice milling historical context, emotional value. The design uses techniques with hand-painted images from the rice-paddy field. Theses images are widely used in rice mills overall vision, and extends to the gift-wraps, social networking site, and store space. Through the promotion of policies extension and consumer segments, the creation looks forward to bringing more opportunities for the Rice Milling Factory. It aims to create a new path for Taiwan’s rice brand, to ensure the survival of the generations to come, and to sustain heritage.