This paper aims at exploring the feasible path of building rural handicraft brand under the concept of green design. Taking the intangible cultural heritage handicrafts in Sansui County, Qiandongnan, Guizhou Province as the core, the demand factors among craftsmen, left-behind laborers, designers, market and government were analyzed. Based on the green design concept, the brand of “Zhi Bu Zhi Zhu” was created in a green way. In the design practice, the pictures of cultural images with brand characteristics are collected as samples, and the symbols with the highest recognition of images are obtained through cultural image cognition experiments, which are applied to the brand design together with the symbols of brand personality elements. In today’s competitive market, the concept of green design is combined with brand building. Through brand green co-creation design, more social responsibilities and obligations are borne, and material reduction design and material substitution design are integrated into the whole brand process so as to create a green, natural and healthy rural handicraft brand, expand brand connotation and value and enhance brand market competitiveness.