In order to meet the user needs and enhance the brand identification, a new method of brand products design based on Kansei engineering is presented. Firstly, users’ implicit semantic information is extracted using semantic differential method, and the brand gene pool is established. Secondly, according to analytic hierarchy process (AHP), genes which meet the goal of semantic information are selected from the gene pool, which can be used to constitute a new product. Then the whole frame of product is constructed, and the final design project can be quickly obtained after some adjustments. Finally, a new brand from a furniture design company is taken as an example to illustrate the specific of this new approach. By employing this method, a series of new sofa are designed.