Packaging (packaging) is a comprehensive reflection of brand concept, product characteristics and consumption psychology. It directly affects consumers' desire to buy. We firmly believe that packaging is a powerful means to build affinity between products and consumers. Today, with the globalization of economy, packaging and commodities have been integrated into one. As a means to realize commodity value and use value, packaging plays an extremely important role in the fields of production, circulation, sales and consumption. It is an important subject that the enterprise and design have to pay attention to. The function of packaging is to protect goods, convey commodity information, facilitate use, facilitate transportation, promote sales and improve added value of products. As a comprehensive discipline, packaging has the duality of commodity and art. For example, Beijing only and creative thinking of the brand's high thinking packaging, we use brand innovation strategy, consumer experience insight to provide creative packaging solutions. Focus on the identification structure planning of the whole product packaging, so that packaging can be systematized and the terminal performance of products can be improved.