The work aims to determine the priority of consumer's environmental demand for apple packaging in Yuexi according to the Kano model and the 5R principle, so as to design a kind of reusable apple packaging with the regional and cultural characteristics of Yuexi. First, the Kano model was used for a quantitative analysis on the needs of consumers. Then, based on the 5R principle of eco-friendly design, an innovative orientation suitable for apple packaging in Yuexi was formulated, which incorporated the cultural and artistic connotations of embroidery. Finally, according to the research results, investigation and analysis, reuse design of apple packaging for paper tube packaging and paper bench was conducted. With the help of the Kano model, the process of packaging performance requirement analysis was more objective and perfect. The exploration and practice of localization of apple packaging design was combined with national costume design. The product effect was drawn in combination of the reusable design concept. The combination of the Kano model and the 5R principle can effectively avoid the subjective defect of single Kano model result, help to guide the reusable packaging design of Yuexi Apple, and provide design ideas for similar environmental protection agricultural product packaging design optimization.