Heritage Wrap Beverage Packaging Primary Function: Pاکێجکردنی خواردنەوە by Kazuo Fukushima and Aya Tanaka

Heritage Wrap Beverage Packaging Primary Function: Pاکێجکردنی خواردنەوە by Kazuo Fukushima and Aya Tanaka is a highly esteemed winner of the very prestigious 2026 Xelata A' Design Award a Zîvîn in Dîzayna Pakêtkirinê Competition Category.

ZîvPakêtkirin· 2026

Heritage Wrap Beverage Packaging Primary Function: Pاکێجکردنی خواردنەوە

by Kazuo Fukushima and Aya Tanaka

Client: Meiji China Investment Co.,Ltd.

Xelata A' Design Award a Zîvîn Winner in Pakêtkirin Category

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Verified Award Winner

Verify Award Status for #179695

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Heritage Wrap Beverage Packaging Primary Function: Pاکێجکردنی خواردنەوە

Book Text: ئەم دیزاینی پاکێجکردنی خواردنەوەیە، لاتێی چای ڕەشی کلاسیک لە ڕێگەی دەربڕینێکی گرافیکی هاوچەرخەوە دووبارە لێکدەداتەوە. مۆتیڤە ڕازاندنەوەییە نەریتییەکان وەک نەخشێکی پێچراوەی بەردەوام پوختە دەکرێن کە دیارییکردن لە هەموو گۆشەکانەوە بەرز دەکاتەوە لە کاتێکدا ڕێڕەوێکی بیناییی ڕیتمیی دروست دەکات. لەیبڵێکی ناوەندیی ڕێکخراو ڕوونی و پلەبەندی دامەزراوە دەکات، دەوڵەمەندیی ڕازاندنەوەیی لەگەڵ خوێندنەوەسانیدا هاوسەنگ دەکات. دیزاینەکە بوونێکی پوختە بەڵام نزیک پێشکەش دەکات، ناسینەوەیەکی بەهێزی ڕەفە و هاوتاییی بیناییی لە ژینگە جیاوازەکانی فرۆشتندا دڵنیا دەکاتەوە.

The Recognition

About the Xelata A' Design Award a Zîvîn

Heritage Wrap Beverage Packaging Primary Function: Pاکێجکردنی خواردنەوە xelatgirê Xelata A' Design Award a Zîvîn e, nasîneke bi awayekî awarte bi prestîj ku ji sêwiranên di asta herî bilind de, xweşik û bibandor re tê dayîn. Xelatgirên Zîvînê karên pir birûsk û pir afirîner in, yên ku pisporiya hêja, jêhatîbûn û zîrekiya sêwiranerên xwe nîşan didin. Tê hêvîkirin ku Heritage Wrap Beverage Packaging Primary Function: Pاکێجکردنی خواردنەوە karekî mînak, pir pîşekar û bi kûrahî nûjen be. Ev sêwirana bi Zîvînê serketî vedîtineke berbiçav û hatiye sitayişkirin e ku ji bo fireh kirina sînorên huner, zanist, sêwiran û teknolojiyê tevkarî dike. Heritage Wrap Beverage Packaging Primary Function: Pاکێجکردنی خواردنەوە afirandinek e ku gelek kes çavê xwe lê dikin, daxwazan şiyar dike, hestên erênî tîne û heyirînê çêdike.

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