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With the Chinese culture with local characteristics being paid more and more attention by countries, Pingyao lacquerware was listed as a national intangible cultural heritage in 2006. Lacquerware products as lacquerware ornaments not only have cultural characteristics, but also have high ornamental value and practical value. Lacquerware in China has a long history, and ancient working people used a wide variety of articles in their lives. Lacquerware products have become the symbol of China traditional culture in modern times. Pingyao is the most complete ancient city in existence, and lacquerware is an integral part of its charming ancient city. To carry forward the traditional lacquer art culture, we must commercialize lacquer art products and form a style. In the face of the lack of local paint brand packaging, it is particularly important to design packaging with paint brand spirit. Therefore, we should not only add the traditional elements of China to reflect the historical and cultural background, but also fully reflect the brand spirit of lacquerware, and also seek a unique packaging design concept, that is, to realize the integration of traditional and modern design.