The work aims to take the design project of cultural and creative products of Tianlongshan Grottoes in Taiyuan as an example to expound the development mode of establishing cultural and creative brands by extracting brand culture genes based on symbol system. By analyzing the current design situation of cultural and creative products, Kano model was used to analyze consumer demand. The innovative design ideas for products in cultural and creative industries were put forward, the construction and development methods of cultural and creative brands dominated by symbols were summarized, the symbols were extracted from regional cultural features and the symbol system was constructed and transformed into design elements. The cultural and creative products were designed according to cultural connotations to strengthen brand value and spread regional culture. The symbol system provides theoretical support for the creative development of Tianlongshan cultural and creative products, and provides a new realization path for the inheritance of Tianlongshan culture in Taiyuan.