Heritage Wrap Beverage Packaging Tawjit taxatart: Tabgest n tissit by Kazuo Fukushima and Aya Tanaka

Heritage Wrap Beverage Packaging Tawjit taxatart: Tabgest n tissit by Kazuo Fukushima and Aya Tanaka is a highly esteemed winner of the very prestigious 2026 Tarbaḥt A' Design Award n Lfeṭṭa in Afeṣṣel n Ukemmus Competition Category.

LfeṭṭaAkemmus· 2026

Heritage Wrap Beverage Packaging Tawjit taxatart: Tabgest n tissit

by Kazuo Fukushima and Aya Tanaka

Client: Meiji China Investment Co.,Ltd.

Tarbaḥt A' Design Award n Lfeṭṭa Winner in Akemmus Category

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The Design

About Heritage Wrap Beverage Packaging Tawjit taxatart: Tabgest n tissit

Aḍris n udlis: Aⴰfares-agi n tbgest n tissit yettales tasiz't n llaṭi n watay aberkan aqbur s yiwen n usentel uẓuran amiranan. Isentilen n ucebbeḥ iqbur ttwasemẓiyen ɣer yiwen n udiwenni unmazray i yessalayen tabanit seg yal tama, ɣef wuyajli ifecciren amazray uẓuran arigment. Tabzimt talemmast yettwabnan tessebadu lewqama d uskan, tessaɣ tagrest gar ucebbeḥ d tɣuri. Aⴰfares yefka-d yiwet n tella tasleɣt maca tusrirt, i yettḍemminen tasizt iǧehden deg yiwen n usebter yerna asemyezwer uẓuran gar twennaḍin n tesnezzit yemgaraden.

The Recognition

About the Tarbaḥt A' Design Award n Lfeṭṭa

Heritage Wrap Beverage Packaging Tawjit taxatart: Tabgest n tissit d amerbaḥ n Tarbaḥt A' Design Award n Lfeṭṭa, tagmat ɛlayen i yisnulfa yelhan, yeḥlan s waṭas. Imerbaḥen n Lfeṭṭa d isnulfa yelhan akk, yesɛan tmusni d tazmert. Heritage Wrap Beverage Packaging Tawjit taxatart: Tabgest n tissit ad yili d asnulfu amaynut, yelhan, ad yeǧǧ ddunit tennuɣ.

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