Abstract: As one of the representatives of intangible cultural heritage handicraft in Lingnan region, Guangcai not only reveals the exquisite skills of Lingnan craftsmen, but also contains profound Guangfu culture. To build a Guangcai brand is an important way to adapt to the development of the contemporary market and inherit the Guangcai culture. From the perspective of service design and brand construction, the study discussed the application of service design in brand, demonstrated and analyzed by using the theory of service design, and converted and integrated the cultural content and products of Guangcai through insight into user needs, so as to excavate the brand value of Guangcai culture and build a digital service platform and brand construction. It provides a teaching platform for the practitioners of Guangcai, and at the same time strengthens the cultural exchanges between Guangcai and the outside world, so as to promote the sustainable development of the cultural industry of Guangcai.