Fortune Express Kemasan Baijiu by Yao Wu

Fortune Express Kemasan Baijiu by Yao Wu is a highly esteemed winner of the very prestigious 2026 A' Design Award Perunggu in Desain Kemasan Competition Category.

PerungguKemasan· 2026

Fortune Express Kemasan Baijiu

by Yao Wu

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

A' Design Award Perunggu Winner in Kemasan 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 Kemasan Baijiu

Fortune Express adalah desain kemasan untuk baijiu. Kotak beratap pelana ini berukuran 280 kali 150 kali 230 milimeter dan dibuka dari bagian bawah. Mengangkat setiap lidah bagian dalam akan menampilkan lima botol, dan setiap botol menampilkan Dewa Kekayaan yang berbeda dalam warna Lima Elemen. Di bawah botol-botol tersebut terdapat lima kotak buta berbahan plush yang dibuka dengan cara dirobek untuk menampilkan figur-figur kecil bergaya stilasi. Kotak luar diselesaikan dengan teknik foil stamping, dan labelnya dicetak secara digital. Boneka plush dibuat dari serat poliester yang lembut dengan detail bordir.

The Recognition

About the A' Design Award Perunggu

Fortune Express Kemasan Baijiu adalah pemenang A' Design Award Perunggu, pengakuan yang sangat bergengsi yang diberikan kepada desain luar biasa yang dicirikan oleh kreativitas, kecerdikan, dan ketajaman. Pemenang Perunggu adalah artefak yang sangat terampil dan sangat kreatif yang membuktikan pengalaman luas, imajinasi, dan kelihaian para desainernya. Fortune Express Kemasan Baijiu diharapkan menjadi objek yang sangat dihargai, dikagumi, dan dicintai, sangat profesional dan inovatif. Desain pemenang A' Design Award Perunggu ini menyertakan praktik terbaik dalam seni, sains, desain, dan teknologi, dan sangat baik dalam perhatiannya pada detail. Fortune Express Kemasan Baijiu memuaskan kebutuhan dengan indah, menyentuh keinginan, memikat perasaan, dan menarik rasa ingin tahu.

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: /