Refined cultural brand is shaped to interpret the symbolic significance of culture and the cultural brand model is decoding and recoding through reintegration of design, marketing, media, management and overall image packaging in this research. How the cultural products transmit cultural messages, how to interpret cultural brands and how to present and extend cultural contents during the whole consumption process to decode the service, experience, aesthetics and spirit provided by refined cultural brands for satisfying modern consumers under the global and local trends will be discussed. Case studies of Franz and Jimmy are conducted to explore the meaning exchanges among culture, products and consumers. In addition, SWOT analysis is used to understand the overall packaging process of study design, marketing, media and management for each case. The conclusion reveals a cultural brand not only needs to create a special elaborated code, but also needs to integrate identity (cultural code), marketing, management, products and innovation of brand values for decoding and recoding a new cultural brand model.