Fortune Express Baijiu-emballage by Yao Wu

Fortune Express Baijiu-emballage by Yao Wu is a highly esteemed winner of the very prestigious 2026 A' Design Award i Bronze in Emballagedesign Competition Category.

BronzeEmballage· 2026

Fortune Express Baijiu-emballage

by Yao Wu

Client: Guizhou Jinsha Liquor Wine Cellar Co., Ltd.

A' Design Award i Bronze Winner in Emballage Category

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Verified Award Winner

Verify Award Status for #182337

View at A' Design Award Press Release Award Badge

Colors

The Design

About Fortune Express Baijiu-emballage

Fortune Express er et emballagedesign til baijiu. Æsken med sadeltag måler 280 gange 150 gange 230 millimeter og åbnes fra bunden. Når man løfter hver indvendig klap, kommer fem flasker til syne, og hver flaske viser en forskellig rigdomsgud i en farve fra de fem elementer. Under flaskerne findes fem blind boxes i plys, som rives op og afslører små stiliserede figurer. Yderæsken er efterbehandlet med folieprægning, og etiketterne er digitaltrykte. Plysdukkerne er fremstillet af blød polyesterfiber med broderede detaljer.

The Recognition

About the A' Design Award i Bronze

Fortune Express Baijiu-emballage er vinder af A' Design Award i Bronze, en højt prestigefyldt anerkendelse, der tildeles enestående designs, som udmærker sig ved kreativitet, opfindsomhed og skarpsindighed. Bronzevinderne er rigeligt dygtige og påfaldende kreative artefakter, der bekræfter deres designeres store erfaring, fantasi og snilde. Fortune Express Baijiu-emballage forventes at være en højt estimeret, beundret og kær genstand, der er bemærkelsesværdigt professionel og innovativ. Dette design, der har vundet A' Design Award i Bronze, indarbejder bedste praksis inden for kunst, videnskab, design og teknologi og er fremragende på grund af sin sans for detaljer. Fortune Express Baijiu-emballage tilfredsstiller pragtfuldt behov, rører længsler, charmerer følelser og appellerer til nysgerrigheden.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: This design injects youthful energy into traditional Baijiu creating a social currency that can be played with shown off and used for wish making The entire user journey Unbox Discover Resonate Share is crafted as an immersive experience bringing Baijiu from the traditional banquet table into the trendy lifestyle of young consumers
Dimensions & Packaging: Length 280mm x Width 150mm x Height 230mm
Tags: Youth Marketing, Baijiu Packaging, Blind Box Design, Crossover Product,
Production Technology: The outer box features foil stamping. The interior uses a layered lifting flap structure. Bottle labels are digitally printed with the Five Elements color palette. Plush dolls are crafted from soft polyester fibers with embroidered details.
Design Challenge: The key challenge was balancing heritage symbolism with youthful appeal. Translating the Five Wealth Gods and Five Elements philosophy into a cute, stylized visual language without losing cultural authenticity, while integrating a blind box mechanism and a ceremonial unboxing structure that feels both playful and premium.
Research: This project explores how traditional Baijiu can engage young consumers by blending cultural heritage with interactive experiences Research focused on youth culture trends social currency blind box mechanics and emotional resonance to identify opportunities for reimagining the Five Wealth Gods motif through modern aesthetics and gamified unboxing rituals
Inspiration: Inspired by the collision between traditional wealth deities and contemporary youth culture. Young generations seek lighter interaction with tradition: chibi images dissolve cultural distance, Five Elements colors endow modern aesthetics, blind boxes activate collection and sharing desires. The product becomes "social currency" carrying young people's small joys.
Project Duration: The project started in Beijing in November 2025 and was completed in Beijing in January 2026.
Operation Flow: User lifts the bottom-opening gable roof box to reveal the interior. Lifting each flap reveals five bottles, each with a different God of Wealth and Five Elements color. Below the bottles, five plush blind boxes are torn open to discover Q gods. The dolls encourage social media sharing.
Patents: /
Team Members: Original designer: Wu Yao , llustration designer: Zhang Yuchen, Illustration designer: Xie Boxing, Illustration designer: Tan Zhen, Graphic designer: Zheng Ziyang, Graphic designer: Tang Wenhu, 3D Designer: Liao Hao and Copywriting: Xu Xiaohui
Image Credits: /