Wakayama Umeshu Series 매실주 by Fumiko Okazeri

Wakayama Umeshu Series 매실주 by Fumiko Okazeri is a highly esteemed winner of the very prestigious 2026 A' Design Award 동상 in 패키징 디자인 Competition Category.

동패키징· 2026

Wakayama Umeshu Series 매실주

by Fumiko Okazeri

Client: fodesign Inc.

A' Design Award 동상 Winner in 패키징 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 매실주

일본 와카야마에서 온 향긋한 매실주와 상큼한 매실주 젤리입니다. 중국 전통에 뿌리를 둔 문화 교류와 만남의 개념에서 영감을 받아, 부드러운 질감과 섬세한 일러스트레이션을 통해 일본 특유의 감성을 표현했습니다. 두 개의 병을 나란히 놓으면 남성과 여성이 만나는 장면이 연출되며, 이는 패키지 디자인 안에 담겨 있습니다. 웅장한 산과 바다, 바닷바람, 그리고 찬란한 햇살의 축복을 받은 일본에서 보내는 선물로서, 머나먼 중국에서의 즐거운 모임에 함께합니다.

The Recognition

About the A' Design Award 동상

Wakayama Umeshu Series 매실주, 이 작품은 A' Design Award 동상 수상작으로, 창의성, 독창성, 영민함으로 돋보이는 뛰어난 디자인에 수여되는 높은 권위의 인정입니다. 동상 수상작은 충분히 숙련되고 인상적으로 창의적인 작품으로, 디자이너의 폭넓은 경험, 상상력, 기지를 입증합니다. Wakayama Umeshu Series 매실주, 이 작품은 높이 평가받고 감탄과 사랑을 받는 사물로서 두드러지게 전문적이고 혁신적일 것으로 기대됩니다. 이 동상 수상 디자인은 예술, 과학, 디자인, 기술의 모범 사례를 담고 있으며 세부에 대한 주의로 훌륭합니다. Wakayama Umeshu Series 매실주, 이 작품은 필요를 훌륭하게 충족하고 욕망에 닿으며 감정을 매료하고 호기심을 불러일으킵니다.

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