With the development of the times and the improvement of people's quality of life, various catering industry brands have emerged. Nowadays, catering brands have shifted from physiological requirements to spiritual requirements. The visual image of catering brands has also undergone changes. Consumers are no longer satisfied with their dietary needs, but are paying more attention to the fun and humor of visual image design for catering brands. This change makes the visual image of catering industry brands more differentiated and diversified. This study focuses on the visual image of the well-known Korean chicken brand Nene Chicken, and proposes a new fun brand design scheme and fun brand strategy. Based on the theory of emotional design, this study analyzed the competitive advantages of Korean fried chicken brands and identified their competitive disadvantages, opportunities, and threats through literature research, case analysis, questionnaire survey, and SWOT analysis. Find and organize methods to add interesting visual expressions in the design of catering brands, and specifically propose a fun visual expression plan for the fried chicken brand. The final conclusion is that in brand design, bright colors, interesting patterns, and unique interactive experiences in brand products have practical significance in increasing consumer attention and brand loyalty, as well as enhancing the differentiated competitiveness and brand influence of fried chicken brands. This provides important reference value for other catering brands in formulating differentiated brand strategies.