Today’s consumers demand for commodities gradually diversified, forcing companies in addition to commodity quality considerations, more should pay attention to how to brand image. Especially, packaging design can not only protect the goods, create brand awareness of marketing function, so the packaging design is one of the important project of shaping the brand image. In recent years, Taiwan regions propel local contests to promote city image and local industry marketing. This study mainly the consecutive three-time winners case as an example, through interview method for owners, designers and consumers triangle validation of qualitative data analysis to explore the process of shaping the brand image, the packaging design and packaging the application of visual design, etc. By case analysis, we found out the packaging design on the image of “traditional,” the image of “local culture” and “advanced” delicate feeling to present the brand image, the analysis and following conclusion: (1) Traditional image: portraits, early scenario with traditional color for the performance, the pattern designs respectively, with the “line” and “early scenario.” (2) Local cultural image: the buildings and copywriting present, respectively “ancient sites” and “early location” start-ups, and the content of the text with local slang and historic old places present cultural implications. (3) Advanced: focused on the packaging color, material, it is biased towards the downy elegant and golden color and material with high cost performance of packaging material and visual sense.