In view of the status quo of intangible cultural heritage in the contemporary cultural value transformation,this paperexplores the design strategies and methods of combining intangible cultural heritage theme with cultural and creative products to promote intangible cultural heritage and cultural and creative product innovation. Firstly, the research status of the project was analyzed, and the existing problems of intangible heritage cultural creative design were pointed out. Through case analysis and method summary, a more complete design strategy and method system were put forward. The design of intangible cultural heritage theme cultural and creative products is not only limited to material product services, but also lies in the intangible spiritual experience. With the application of intangible cultural heritage theme brand and cultural and creative products market-transformation, through the creation of life forms and personalized labels to attract users' attention, and promote the younger development route, intangible cultural heritage culture and creative products can achieve high-quality integration of content and carrier on the basis of meeting the needs of the times. The design of intangible cultural and creative products can be divided into three parts:the first is to refine cultural symbols with visual form and functional experience as the content; the second is to build product carrier with traditional technology or emerging technology; the third is to stimulate brand effect with topic and scene experience.