The design and development of conceptual packaging are an important way to enterprise brand innovation, an effective means to improving the quality of people's life, and an effective guarantee to adapting to the times request and to promoting the sustainable development which make it of great significance. The main points of the design and development of conceptual packaging include three aspects: the breakthrough and innovation in concept, the overall consideration and emphasis on process in management, and the balance of function and form in design. Its development and design process are generally divided into information collection and sorting, the concept meditating and formation, the concept implementation and the market promotion.