Wakayama Umeshu Series Te Mahi Matua: Waina Paramu by Fumiko Okazeri

Wakayama Umeshu Series Te Mahi Matua: Waina Paramu by Fumiko Okazeri is a highly esteemed winner of the very prestigious 2026 A' Design Award Parahi in Hoahoa Takai Competition Category.

ParahiTakai· 2026

Wakayama Umeshu Series Te Mahi Matua: Waina Paramu

by Fumiko Okazeri

Client: fodesign Inc.

A' Design Award Parahi Winner in Takai 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 Te Mahi Matua: Waina Paramu

Kōrero Pukapuka: Mai i Wakayama, Hapani, ka puta he waina paramu kakara me te tiēre waina paramu whakahauora. He mea whakaohooho mai i te kaupapa o te whakawhitiwhiti ahurea me ngā tūtakitaki e takea mai ana i ngā tikanga Hainamana, ka whakaatu te hoahoa i tētahi tairongo tino Hapani mā ngā kakano ngohengohe me ngā whakaahua mōrahirahi. Ka tūtaki ana ngā pātara e rua, ka hangaia he āhuatanga o tētahi tāne me tētahi wahine e tūtaki ana—he mea hopu i roto i te hoahoa whakapaipai. Hei koha mai i Hapani, kua manaakitia ki ngā maunga nunui, te moana, ngā hau o te moana, me te rā kanapanapa, ka haere tahi ki ngā huihuinga koa i Haina tawhiti.

The Recognition

About the A' Design Award Parahi

Ko Wakayama Umeshu Series Te Mahi Matua: Waina Paramu te toa o te A' Design Award Parahi, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa kōeke e tohua ana mā te auaha, te mahi mōhio me te whakaaro hōhonu. Ko ngā toa Parahi he mahi pukenga e rite ana, he auaha mīharo, e whakatūturu ana i te wheako nui, te whakaaro me te mōhio-ā-ringa o ā rātou kaihoahoa. E tūmanakohia ana ko Wakayama Umeshu Series Te Mahi Matua: Waina Paramu he taonga whakanuia, whakamīharotia, aroha nui, he ngaio, he auaha hoki. Ko tēnei hoahoa i toa i te Parahi e whakauru ana i ngā tikanga pai rawa i te toi, te pūtaiao, te hoahoa me te hangarau, ā, he tino mīharo ki ngā taipitopito. Ka whakatutuki a Wakayama Umeshu Series Te Mahi Matua: Waina Paramu i ngā hiahia, ka pā ki ngā hiahia, ka whakaoho i ngā kare-ā-roto, ā, ka kume i te pākiki.

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