Fortune Express Kev Ntim Khoom Cawv Baijiu by Yao Wu

Fortune Express Kev Ntim Khoom Cawv Baijiu by Yao Wu is a highly esteemed winner of the very prestigious 2026 A' Design Award Tooj in Tsim Ntim Khoom Competition Category.

ToojNtim Khoom· 2026

Fortune Express Kev Ntim Khoom Cawv Baijiu

by Yao Wu

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

A' Design Award Tooj Winner in Ntim Khoom Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Fortune Express Kev Ntim Khoom Cawv Baijiu

Fortune Express yog ib qho kev tsim lub thawv ntim rau cawv baijiu. Lub thawv uas muaj ru tsev khaub xwm ntsuas tau 280 los 150 los 230 milimev thiab qhib tau ntawm qab. Thaum nqa txhua daim tais sab hauv tawm, yuav pom tsib lub raj mis, thiab txhua lub raj mis nthuav qhia ib tug Vaj Nplua Nuj sib txawv nyob rau hauv ib xim ntawm Tsib Yam Ntsiab (Five Elements). Nyob hauv qab cov raj mis muaj tsib lub thawv fab plush uas tsis paub yam khoom ua ntej (blind box), uas muab dua qhib los pom cov menyuam duab me me uas tsim tau zoo nkauj. Lub thawv sab nraud ua kom tiav nrog kev nias daim ntawv foil (foil stamping), thiab cov ntawv lo luam tawm nrog tshuab digital. Cov menyuam roj hmab plush ua los ntawm cov hlua polyester mos nrog cov paj ntaub ua kom pom meej.

The Recognition

About the A' Design Award Tooj

Fortune Express Kev Ntim Khoom Cawv Baijiu yog tus yeej ntawm A' Design Award Tooj, ib qho kev lees paub muaj meej mom heev uas muab rau cov qauv tsim tshwj xeeb uas txawv los ntawm kev tsim tshiab, kev txawj tsim thiab kev ntse. Cov neeg yeej Tooj yog cov khoom muaj txuj ci heev thiab tsim tshiab heev uas ua pov thawj txog kev paub ntau, kev xav thiab kev txawj ua ntawm cov kws tsim qauv. Fortune Express Kev Ntim Khoom Cawv Baijiu xav tias yuav yog ib qho khoom uas neeg hwm, qhuas thiab hlub, uas tshaj lij heev thiab tsim tshiab. Cov qauv tsim yeej A' Design Award Tooj no siv cov kev coj ua zoo tshaj plaws ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis thiab zoo heev vim nws saib xyuas cov ntsiab lus. Fortune Express Kev Ntim Khoom Cawv Baijiu ua tau raws li cov kev xav tau zoo kawg, kov cov kev xav, ntxias cov kev xav thiab txhawb kev xav paub.

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: /