The work aims to inherit and carry forward the spirit of Guangzhou red culture, promote the diversified development of tourism visual culture in Peasant Movement Institute and give inspiration to designers of cultural and creative products based on the spirit of other red culture at the same time. Firstly, the red culture spirit of Guangzhou was analyzed, and the current situation of Peasant Movement Institute and its cultural and creative industry was investigated and analyzed. Secondly, a questionnaire survey was conducted on the tourists of Peasant Movement Institute, supplemented by literature review, to confirm the design positioning of cultural and creative products, thus designing the cultural and creative products based on the spirit of the red culture of Peasant Movement Institute. The overall brand was established, the design elements were extracted and the theme color was positioned to present the design method in a gradual way from the perspective, and carry out the design practice of the cultural and creative products of Peasant Movement Institute. With light and shadow as the series theme, the design of ornaments, gift stationery and daily necessities about Peasant Movement Institute was conducted. The design not only reflected the spiritual connotation of Guangzhou red culture, but also was in line with the age culture to meet the cultural needs of contemporary people. The design of cultural and creative products can attract a wide range of consumers and contribute to the promotion of urban culture and tourism.