Wakayama Umeshu Series Primary Function: Viño de Ameixa by Fumiko Okazeri

Wakayama Umeshu Series Primary Function: Viño de Ameixa by Fumiko Okazeri is a highly esteemed winner of the very prestigious 2026 A' Design Award de Bronce in Deseño de Envases Competition Category.

BronceEnvases· 2026

Wakayama Umeshu Series Primary Function: Viño de Ameixa

by Fumiko Okazeri

Client: fodesign Inc.

A' Design Award de Bronce Winner in Envases Category

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Verified Award Winner

Verify Award Status for #176284

View at A' Design Award Press Release Award Badge

Colors

The Design

About Wakayama Umeshu Series Primary Function: Viño de Ameixa

Book Text: Desde Wakayama, Xapón, chega un aromático viño de ameixa e unha refrescante xelea de viño de ameixa. Inspirado no concepto do intercambio cultural e dos encontros enraizados na tradición chinesa, o deseño expresa unha sensibilidade marcadamente xaponesa a través de texturas suaves e ilustracións delicadas. Cando as dúas botellas se colocan unha a carón da outra, crean unha escena dun home e unha muller encontrándose, capturada dentro do deseño da embalaxe. Como un agasallo de Xapón, bendito con maxestosas montañas, o mar, as brisas oceánicas e a luz solar brillante, acompaña reunións alegres na afastada China.

The Recognition

About the A' Design Award de Bronce

Wakayama Umeshu Series Primary Function: Viño de Ameixa gañou o A' Design Award de Bronce, un recoñecemento altamente prestixioso outorgado a deseños sobresaíntes que se distinguen pola creatividade, o enxeño e a sagacidade. Os gañadores Bronce son artefactos amplamente hábiles e sorprendentemente creativos que autentican a vasta experiencia, imaxinación e enxeño dos seus deseñadores. Espérase que Wakayama Umeshu Series Primary Function: Viño de Ameixa sexa un obxecto moi apreciado, admirado e querido, notablemente profesional e innovador. Este deseño gañador do A' Design Award de Bronce incorpora as mellores prácticas da arte, a ciencia, o deseño e a tecnoloxía, e é excelente pola súa atención ao detalle. Wakayama Umeshu Series Primary Function: Viño de Ameixa satisfai espléndidamente as necesidades, toca os desexos, encanta os sentimentos e atrae a curiosidade.

Behind the Design

Press Kit

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

Unique Properties: In introducing Japanese sake to the Chinese market, the design aimed to express authentic Japan. The packaging is simple yet refined, employing soft colors, grand landscapes of Wakayama, and clean Japanese typography to convey its atmosphere. The illustration, crafted by layering cut paper, adds depth of color and texture. When two bottles are placed together, they depict the meeting of a man and woman, embodying the concept of enjoying sake through encounters and connections.
Dimensions & Packaging: Width 60 mm x Depth 60 mm x Height 295 mm
Tags: Simple design, emotional expression, paper collage illustration, human connection, encounter theme, Wakayama nature, Japanese culture, serene moment, warm atmosphere, handcrafted texture
Production Technology: The frosted bottle, chosen for its gentle impression, is paired with a label finished in velvet PP. Its silicone-like texture offers both a pleasant touch and a sense of luxury. The sealing label combines muted gold foil with a matte surface, achieving refinement while retaining softness. Overall, the design emphasizes a gentle impression, enhancing the concept with a strong sense of storytelling.
Design Challenge: Translating a concept rooted in Chinese exchange culture into a distinctly Japanese expression was not simple. Through repeated discussions with the client, we deepened mutual understanding, seeking a balance that embraced the continent’s passionate sensibility while retaining a soft, delicate Japanese touch. Layered paper illustrations and the gentle textures of frosted bottles and label stock gradually built up a refined sense of Japaneseness.
Research: We researched China’s drinking culture and why Japanese alcohol is welcomed there. To reassess the essence of Japaneseness in design, we revisited packaging and visuals seen daily in stores, analyzing them with fresh eyes. This led us to reinterpret cultural subtlety, the beauty of empty space, and the elegance of hiragana and kanji, incorporating these qualities into the package design and product naming.
Inspiration: Wakayama is Japan’s top plum producer, known for thick flesh and rich aroma. Its umeshu is acclaimed worldwide for flavor and fragrance. In China, fruit liqueurs and low-alcohol drinks are rising in popularity, with Japanese sake especially loved by the young. Family and friendship are deeply valued, and sharing drinks embodies such moments. This project began with the wish to offer sake that accompanies happy times with supportive friends.
Project Duration: It was exported and sold in Hangzhou, China in November 2022.
Operation Flow: The rich, aromatic flavor of umeshu and the refreshing, springy texture of umeshu jelly can be enjoyed in different scenes, allowing you to choose according to your mood and occasion.
Image Credits: Illustrator Yuri Mizutani