Heritage Wrap Beverage Packaging Fonction principale : Emballage de boisson by Kazuo Fukushima and Aya Tanaka

Heritage Wrap Beverage Packaging Fonction principale : Emballage de boisson by Kazuo Fukushima and Aya Tanaka is a highly esteemed winner of the very prestigious 2026 A' Design Award d'Argent in Design d'Emballage Competition Category.

ArgentEmballage· 2026

Heritage Wrap Beverage Packaging Fonction principale : Emballage de boisson

by Kazuo Fukushima and Aya Tanaka

Client: Meiji China Investment Co.,Ltd.

A' Design Award d'Argent Winner in Emballage Category

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The Design

About Heritage Wrap Beverage Packaging Fonction principale : Emballage de boisson

Texte du livre : Ce design d'emballage de boisson réinterprète un classique latte au thé noir à travers une expression graphique contemporaine. Les motifs ornementaux traditionnels sont abstraits en un motif enveloppant continu qui améliore la visibilité sous tous les angles tout en créant un flux visuel rythmé. Une étiquette centrale structurée établit clarté et hiérarchie, équilibrant la richesse décorative avec la lisibilité. Le design offre une présence raffinée mais accessible, garantissant une forte reconnaissance en rayon et une cohérence visuelle au sein d'environnements de vente au détail variés.

The Recognition

About the A' Design Award d'Argent

Heritage Wrap Beverage Packaging Fonction principale : Emballage de boisson est lauréat de l'A' Design Award d'Argent, une reconnaissance énormément prestigieuse décernée à des designs haut de gamme, superbes et impressionnants. Les lauréats Argent sont des œuvres tout à fait brillantes et extrêmement créatives qui illustrent l'expertise, le talent et la perspicacité remarquables de leurs concepteurs. Heritage Wrap Beverage Packaging Fonction principale : Emballage de boisson est censé être une œuvre merveilleuse, une vitrine de savoir-faire, remarquablement professionnelle et profondément innovante. Ce design lauréat de l'A' Design Award d'Argent est une invention très notable et admirée, qui sert l'art, la science, le design et la technologie et en repousse les limites. Heritage Wrap Beverage Packaging Fonction principale : Emballage de boisson est une création très enviée qui éveille les désirs, apporte des sentiments positifs et suscite émerveillement et étonnement.

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