Zhaoqing wrapped steamed zongzi package has some problems in the market, such as uneven package design in level, lack of emphasis on user experience, lack of regional cultural characteristics. Through the analysis of user and use situation, extract the needs of good user experience in Zhaoqing wrapped steamed zongzi package, regional culture inheritance, green environmental protection and energy saving. Then analyze specific forms of Zhaoqing area culture to extract its regional cultural symbol elements. Finally,systematic and innovative design for “Zong Pin” wrapped steamed zongzi package, including brand image design, humanization design and green environmental protection design.