This paper discusses that the design of the rural cultural and creative system is an innovative value system that reshapes the culture and aesthetics of the rural advantageous characteristic resources in the modern consumption civilization，carries out artistic and creative design for the rural areas with systematic thinking to serve the rural revitalization，combines the villagers’ life with the life style，science and technology，and commercial market in the new era，and establishes the value system of the rural intangible cultural and creative concept to make it inherit and develop. Create and incubate the design and drive the rural brand with the design thinking of rural cultural and creative system. Based on the social innovation of non-material civilization and the value system of urban-rural integration，the non-material cultural innovation and development of the systematic integration of agricultural civilization，industrial civilization and information civilization.