Heritage Wrap Beverage Packaging Imikorere y'ibanze: Ipfunyika ry'ibinyobwa by Kazuo Fukushima and Aya Tanaka

Heritage Wrap Beverage Packaging Imikorere y'ibanze: Ipfunyika ry'ibinyobwa by Kazuo Fukushima and Aya Tanaka is a highly esteemed winner of the very prestigious 2026 Igihembo cya A' Design Award cya Ifeza in Igishushanyo cy'Ipaki Competition Category.

IfezaIpaki· 2026

Heritage Wrap Beverage Packaging Imikorere y'ibanze: Ipfunyika ry'ibinyobwa

by Kazuo Fukushima and Aya Tanaka

Client: Meiji China Investment Co.,Ltd.

Igihembo cya A' Design Award cya Ifeza Winner in Ipaki Category

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The Design

About Heritage Wrap Beverage Packaging Imikorere y'ibanze: Ipfunyika ry'ibinyobwa

Iri terambere ry'ipfunyika ry'ibinyobwa risubiramo icyayi cyirabura kibyamanywa n'amata gisanzwe binyuze mu kugaragaza bishushanyo bigezweho. Ibishushanyo gakondo by'imitako bihindurwa mu buryo bworoshye bigakora ishusho ikomeza izenguruka ikuzuza kugaragara hose mu mpande zose mu gihe ikora umuyoboro w'amaso uvugutira. Akamenyetso kari hagati gateguwe neza gashyiraho kumvikana n'urutonde, gushyira ku munzani ubukire bw'imitako n'kugaragara neza. Iri terambere ritanga kugaragara kunoze ariko byoroshye kugera, byemeza kumenyekana gukomeye ku mbaho n'uburyo bumwe bw'amaso mu bidukikije bitandukanye by'ubucuruzi.

The Recognition

About the Igihembo cya A' Design Award cya Ifeza

Heritage Wrap Beverage Packaging Imikorere y'ibanze: Ipfunyika ry'ibinyobwa ni uwegukanye Igihembo cya A' Design Award cya Ifeza, ishimwe ridasanzwe ry'agaciro gakomeye ritangwa ku bishushanyo byo ku rwego rwo hejuru, byiza kandi bikora ku mutima. Abegukanye Ifeza ni ibihangano by'ubuhanga bukomeye kandi bifite guhanga kwinshi, bigaragaza ubuhanga bwimbitse, impano n'ubushishozi bw'ababihanze. Heritage Wrap Beverage Packaging Imikorere y'ibanze: Ipfunyika ry'ibinyobwa biteganyijwe ko izaba igihangano cy'icyitegererezo, gifite ubunyamwuga bukomeye n'udushya twimbitse. Iki gishushanyo cyegukanye Ifeza ni igihangano kizwi kandi gishimwa, gifasha kugura imbibi z'ubuhanzi, ubumenyi, ubushushanyo n'ikoranabuhanga. Heritage Wrap Beverage Packaging Imikorere y'ibanze: Ipfunyika ry'ibinyobwa ni igihangano benshi bifuza, gikangura ibyifuzo, gitanga amarangamutima meza kandi gitera igitangaza.

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