Heritage Wrap Beverage Packaging Primärfunktioun: Gedrénksverpackung by Kazuo Fukushima and Aya Tanaka

Heritage Wrap Beverage Packaging Primärfunktioun: Gedrénksverpackung by Kazuo Fukushima and Aya Tanaka is a highly esteemed winner of the very prestigious 2026 A' Design Award an Sëlwer in Verpackungsdesign Competition Category.

SëlwerVerpackung· 2026

Heritage Wrap Beverage Packaging Primärfunktioun: Gedrénksverpackung

by Kazuo Fukushima and Aya Tanaka

Client: Meiji China Investment Co.,Ltd.

A' Design Award an Sëlwer Winner in Verpackung Category

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Verified Award Winner

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Colors

The Design

About Heritage Wrap Beverage Packaging Primärfunktioun: Gedrénksverpackung

Buchtext: Dëse Gedrénksverpackungsdesign interpretéiert e klassesche schwaarzen Téi-Latte duerch en zäitgenëssesche grafeschen Ausdrock nei. Traditionell ornamental Motiver gi an e kontinuéierleche Wéckelmuster abstrahéiert, dat d'Siichtbarkeet aus all Wénkel verbessert a gläichzäiteg e rhythmesche visuelle Floss erstellt. En strukturéiert zentraalt Label etabléiert Kloerheet an Hierarchie a bréngt dekorativ Räichtum mat Liesbarkeet an Aklang. Den Design vermëttelt eng verfeinert awer zougänglech Präsenz an assuréiert eng staark Regalerkennung an eng visuell Kohärenz an ënnerschiddleche Verkafsëmfeld.

The Recognition

About the A' Design Award an Sëlwer

Heritage Wrap Beverage Packaging Primärfunktioun: Gedrénksverpackung ass e Gewënner vum A' Design Award an Sëlwer, enger aussergewéinlech prestigiéiser Unerkennung, déi un Designe vun der héchster Qualitéit, prächteg a beandrockend vergi gëtt. Sëlwer-Gewënner si bemierkenswäert brillant a ganz kreativ Wierker, déi d'erausragend Expertise, d'Talent an d'Schaarfsënnegkeet vun hire Designer weisen. Et gëtt erwaart, datt Heritage Wrap Beverage Packaging Primärfunktioun: Gedrénksverpackung e wonnerbart, mustergëlteg, bemierkenswäert professionellt an déif innovatiivt Wierk ass. Dëst mam Sëlwer ausgezeechent Design ass eng bemierkenswäert, bewonnert Erfindung, déi dozou bäidréit, d'Grenze vun der Konscht, der Wëssenschaft, vum Design an der Technologie ze erweideren. Heritage Wrap Beverage Packaging Primärfunktioun: Gedrénksverpackung ass eng Kreatioun, op déi vill neidesch sinn, déi Wënsch erweckt, positiv Gefiller bréngt an Erstaunen a Wonner erweckt.

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