Aiming at the problem of the transformation of the festival cultural and creative packaging design of the White Rabbit, the work aims to put forward a design and research idea of integrating scene theory, emotional theory and analytic hierarchy process, to make up for the fuzzy status of the cultural and creative packaging design goals caused by a single method, thus promoting the cultural communication and development of cultural and creative packaging. By taking the White Rabbit cultural and creative packaging as the cutting point and focusing on the research status of user consumption satisfaction, the emotional design model under the scene theory framework was built based on the scene theory and emotional design theory. The analytic hierarchy process was used to divide the scene and emotional need indicators for weight calculation and sorting, and the scene and emotional high weight indicators were combined to match the consumer's festival scene needs, and carry out the strategy transformation of the emotional design of cultural and creative packaging. Aiming at the strategy dominated by the design idea of the scene level reconstruction method and the high weight indicator model, the available design factors were extracted from the festival scene, and a set of White Rabbit cultural and creative gift boxes in line with the emotional needs of young consumers were output. The design idea of scene level reconstruction can effectively combine the advantages of scene theory and emotional design theory and act on the cultural perception and embodied experience of cultural and creative packaging. The analytic hierarchy process can ensure the rationality of the three-level data of festival scene and cultural and creative packaging emotion, and improve the decision-making efficiency.