Heritage Wrap Beverage Packaging Beverage Packaging by Kazuo Fukushima and Aya Tanaka is a highly esteemed winner of the very prestigious 2026 Silver A' Design Award in Packaging Design Competition Category.
SilverPackaging· 2026
Heritage Wrap Beverage Packaging Beverage Packaging
by Kazuo Fukushima and Aya Tanaka
Client: Meiji China Investment Co.,Ltd.
Silver A' Design Award Winner in Packaging Category
Verified Award Winner
Verify Award Status for #179695The Design
About Heritage Wrap Beverage Packaging Beverage Packaging
This beverage packaging design reinterprets a classic black tea latte through a contemporary graphic expression. Traditional ornamental motifs are abstracted into a continuous wrap pattern that enhances visibility from all angles while creating a rhythmic visual flow. A structured central label establishes clarity and hierarchy, balancing decorative richness with legibility. The design delivers a refined yet approachable presence, ensuring strong shelf recognition and visual consistency across diverse retail environments.
The Recognition
About the Silver A' Design Award
Heritage Wrap Beverage Packaging Beverage Packaging is a Silver A' Design Award winner, an extraordinarily prestigious recognition granted to top-of-the-line, gorgeous, and impressive designs. Silver winners are tremendously brilliant and exceedingly creative works that illustrate the outstanding expertise, talent, and acuity of their designers. Heritage Wrap Beverage Packaging Beverage Packaging is expected to be a wonderful, showpiece work that is remarkably professional and profoundly innovative. This Silver A' Design Award-winning design is a highly notable, admired invention that benefits and advances the boundaries of art, science, design, and technology. Heritage Wrap Beverage Packaging Beverage Packaging is a vastly envied creation that evokes desires, introduces positive feelings, and sparks amazement and wonderment.
Interviews
Grand Interview
The continuous wrap pattern in Heritage Wrap Beverage Packaging is a standout achievement that transforms traditional ornamental motifs into an all-angle visual experience on a compact carton format, and it raises a compelling question about creative decision-making: was there a defining moment during the development of Heritage Wrap Beverage Packaging when you knew this wrap approach was the right direction, and what did that realization reveal to you about the relationship between surface, pattern, and retail visibility in contemporary beverage packaging?
The starting point of this project was understanding the cultural origin of the product in Macau.During our research, we became fascinated by Azulejo tiles, which are widely found throughout Macau’s streets and architecture. Originally introduced from Portugal, Azulejos were embraced locally because their decorative qualities and color sensibilities resonated with traditional Chinese ceramics. Over time, they evolved into a unique symbol of Macau’s multicultural identity.Rather than reproducing the tiles directly, we extracted their rhythm, color relationships, and repetitive structures, translating them into a contemporary packaging graphic system. The design therefore represents not only a beverage package but also a visual expression of cultural exchange between East and West.
The intersection of cultural heritage and contemporary graphic identity is one of the most discussed tensions in packaging design today, and Heritage Wrap Beverage Packaging navigates that tension with notable confidence by choosing abstraction over replication: how did the research into traditional textile and ornamental patterns specifically shape the decision to abstract rather than reproduce those motifs, and what guided the balance between cultural resonance and forward-looking visual language throughout the development of Heritage Wrap Beverage Packaging?
Our research extended beyond traditional Chinese decorative motifs to include Macau’s unique Azulejo culture.What fascinated us was that Azulejos in Macau are not simply imported Portuguese artifacts. They became part of the local visual culture through centuries of coexistence with Chinese traditions, creating a distinctive hybrid identity.Instead of replicating historical patterns, we reinterpreted the contrast of colors, geometric repetition, and rhythmic compositions found in Azulejos into a contemporary graphic language. This approach allowed the design to retain cultural depth while remaining relevant and appealing to modern consumers.
The production of Heritage Wrap Beverage Packaging relies on high-resolution offset printing with multi-color pattern layers calibrated across folded surfaces, a technically demanding process that directly serves the design's visual ambitions, and in what ways did the constraints of laminated paperboard, matte coating, and print trials influence the final color palette and pattern density of Heritage Wrap Beverage Packaging in ways that purely digital iteration could not have revealed?
Many important design decisions emerged during physical prototyping rather than digital development.Traditional ornamental patterns often appear balanced on screen but behave differently when printed on folded cartons. Through print trials, we refined pattern density, color relationships, and layout continuity to ensure visual clarity.These tests helped us maintain the richness of the decorative system while preserving readability. The process reinforced an important lesson: packaging design is not simply graphic design applied to a surface. Material behavior fundamentally shapes visual perception.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Heritage Wrap is a beverage packaging design that reinterprets a classic black tea latte through a contemporary graphic system. Traditional decorative motifs are transformed into a continuous wrap pattern that enhances shelf impact while preserving clarity and hierarchy. A structured central label anchors the composition, balancing rich visual expression with functional legibility across multiple retail orientations.
- Dimensions & Packaging
- Carton package: approx. 65 mm (W) x 65 mm (D) x 160 mm (H).
Capacity: 300 mL.
Materials include laminated paperboard carton, plastic screw cap, food-grade internal coating. All specifications follow metric ISO standards. - Tags
- Packaging design, Beverage packaging, Tea drink, Cultural pattern, Graphic identity, Retail design, Chinese market, Contemporary heritage
- Production Technology
- The packaging is produced using high resolution offset printing on laminated paperboard cartons. Multi color pattern layers were carefully calibrated to ensure color consistency and alignment across folded surfaces. Matte coating is applied to improve tactile quality and reduce glare, while standard recyclable carton materials support large-scale production.
- Design Challenge
- The primary challenge was balancing decorative richness with clarity in a compact beverage format. Traditional motifs risked visual overload when applied to small surfaces and folded cartons. Through repeated iteration, scale adjustment, and layout control, the design achieves visual energy without compromising legibility, production feasibility, or retail performance.
- Research
- Type of Research: Applied design research.
Objectives: Modernize a traditional beverage visual identity.
Methodology: Visual analysis, pattern studies, packaging tests.
Tools: Market benchmarking, prototyping, print trials.
Participants: Designers and brand stakeholders.
Results: Strong shelf recognition and visual differentiation.
Impact: Reinforced brand presence through culturally adaptive design. - Inspiration
- The design was inspired by the challenge of presenting a familiar tea based beverage in a way that feels both contemporary and culturally grounded. Research into traditional textile and ornamental patterns informed a modern reinterpretation that avoids nostalgia. The goal was to translate heritage into rhythm, color, and structure that resonate with today’s urban consumers.
- Project Duration
- The project started in December 2024 in Shanghai and was completed in February 2025. It was developed for Meiji China and launched commercially in the Chinese market in 2025 through nationwide retail distribution channels.
- Operation Flow
- Consumers interact with the packaging primarily through visual recognition. The all around pattern creates immediate shelf visibility from any angle, while the framed label provides clear product information at first glance. The screw-cap carton supports easy opening, resealing, and comfortable single hand use in everyday consumption scenarios.
- Team Members
- Creative Director: Kazuo Fukushima, Graphic Designer: Aya Tanaka and Account Director: Xu Xuehua
- Image Credits
- SHANGHAI NO PROBLEM BRAND DESIGN CO.LTD
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