Abstract"Fast food culture"is a phenomenon with the development of TheTimes and the change of people's living standard.In recent years,a variety offast food restaurants have emerged in the market,while many popular fastfood brands with a long history and reputation have gradually lost theirmarket competitiveness due to the stale or single brand image.There is also apart of good reputation of fast food brands to brand visual image designcompleted beautification and transformation,to meet the needs of themodern consumer market.Through the investigation and analysis of data,this study explores theways and methods of brand image transformation design of mass fast foodrestaurants,optimizes and improves the visual image of mass fast foodrestaurants,enables them to retain the regional characteristics,high-qualityand inexpensive reputation and feelings,and better manage and develop inthe market competition.Finally,according to the research direction of the paper,the paper takesthe zhongshan fast food brand "meet the face"brand as an example,developsthe brand visual image innovation design practice,and further explores thefeasibility of the theoretical results of the paper.Key words:Mass fast food Visual image Brand redesign
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