Kazuo Fukushima and Aya Tanaka ᱨᱮᱱᱟᱜ Heritage Wrap Beverage Packaging ᱢᱩᱬᱩᱛ ᱠᱟᱹᱢᱤ: ᱦᱟᱸᱰᱤ ᱯᱮᱴᱤ ᱫᱚ ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2026 A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱨᱩᱯᱟᱯᱮᱠᱮᱡᱤᱝ· 2026
Heritage Wrap Beverage Packaging ᱢᱩᱬᱩᱛ ᱠᱟᱹᱢᱤ: ᱦᱟᱸᱰᱤ ᱯᱮᱴᱤ
Kazuo Fukushima and Aya Tanaka ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: Meiji China Investment Co.,Ltd.
ᱯᱮᱠᱮᱡᱤᱝ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#179695 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
Heritage Wrap Beverage Packaging ᱢᱩᱬᱩᱛ ᱠᱟᱹᱢᱤ: ᱦᱟᱸᱰᱤ ᱯᱮᱴᱤ ᱵᱟᱵᱚᱛ ᱛᱮ
ᱱᱚᱶᱟ ᱦᱟᱸᱰᱤ ᱯᱮᱴᱤ ᱰᱤᱡᱟᱭᱱ ᱫᱚ ᱢᱤᱫᱴᱟᱝ ᱯᱩᱨᱟᱹᱱ ᱦᱮᱸᱫᱮ ᱪᱟᱭ ᱞᱟᱴᱮ ᱫᱚ ᱱᱤᱛᱚᱜᱟᱜ ᱪᱤᱛᱟᱹᱨ ᱵᱮᱱᱟᱣ ᱦᱚᱨᱛᱮ ᱫᱳᱦᱲᱟ ᱵᱟᱝᱦᱟᱭ ᱠᱟᱱᱟ ᱾ ᱯᱩᱨᱟᱹᱱ ᱥᱤᱝᱜᱟᱨ ᱢᱳᱴᱤᱯᱷ ᱠᱚ ᱫᱚ ᱢᱤᱫᱴᱟᱝ ᱞᱟᱦᱟ ᱞᱟᱦᱟ ᱨᱮᱯ ᱯᱮᱴᱟᱨᱱ ᱨᱮ ᱟᱵᱷᱮᱥᱴᱨᱮᱠᱴ ᱦᱩᱭ ᱟᱠᱟᱱᱟ ᱡᱟᱦᱟᱸ ᱡᱷᱚᱛᱚ ᱠᱳᱱ ᱠᱷᱚᱱ ᱧᱮᱞ ᱦᱩᱭᱩᱜ ᱨᱮ ᱵᱟᱲᱛᱤ ᱜᱮᱭᱟ ᱟᱨ ᱢᱤᱫᱴᱟᱝ ᱨᱤᱫᱢᱤᱠ ᱪᱮᱛᱟᱱ ᱵᱚᱦᱟᱣ ᱛᱮᱭᱟᱨ ᱫᱟᱲᱮᱭᱟᱜᱼᱟ ᱾ ᱢᱤᱫᱴᱟᱝ ᱴᱷᱤᱠ ᱴᱷᱟᱠ ᱛᱟᱞᱟ ᱨᱮᱱᱟᱜ ᱞᱮᱵᱮᱞ ᱫᱚ ᱯᱟᱨᱥᱟᱞ ᱟᱨ ᱨᱮᱱᱠ ᱛᱮᱭᱟᱨᱟ, ᱥᱤᱝᱜᱟᱨ ᱨᱮᱱᱟᱜ ᱫᱷᱮᱨ ᱟᱨ ᱯᱟᱲᱦᱟᱣ ᱫᱟᱲᱮᱭᱟᱜ ᱛᱟᱞᱟ ᱨᱮ ᱥᱚᱢᱟᱱ ᱫᱚᱦᱚᱭᱟ ᱾ ᱱᱚᱶᱟ ᱰᱤᱡᱟᱭᱱ ᱫᱚ ᱢᱤᱫᱴᱟᱝ ᱥᱟᱯᱷᱟ ᱢᱮᱱᱠᱷᱟᱱ ᱦᱤᱡᱩᱜ ᱫᱟᱲᱮᱭᱟᱜ ᱧᱮᱞᱚᱜ ᱮᱢᱚᱜᱼᱟ, ᱡᱟᱦᱟᱸ ᱯᱷᱮᱰᱟᱛ ᱨᱤᱴᱮᱞ ᱡᱟᱭᱜᱟ ᱠᱚ ᱨᱮ ᱢᱚᱴᱷᱟ ᱥᱮᱞᱯᱷ ᱪᱤᱱᱦᱟᱹ ᱟᱨ ᱪᱮᱛᱟᱱ ᱥᱚᱢᱟᱱ ᱯᱚᱠᱛᱟ ᱮᱢᱚᱜᱼᱟ ᱾
ᱢᱟᱱᱟᱱ
A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
Heritage Wrap Beverage Packaging ᱢᱩᱬᱩᱛ ᱠᱟᱹᱢᱤ: ᱦᱟᱸᱰᱤ ᱯᱮᱴᱤ ᱫᱚ A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱥᱩᱱᱫᱚᱨ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Heritage Wrap Beverage Packaging ᱢᱩᱬᱩᱛ ᱠᱟᱹᱢᱤ: ᱦᱟᱸᱰᱤ ᱯᱮᱴᱤ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
ᱰᱤᱡᱟᱭᱤᱱ ᱯᱤᱪᱷᱟ ᱨᱮ
ᱯᱨᱮᱥ ᱠᱤᱴ
ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱧᱮᱞ ᱠᱷᱚᱱ ᱠᱨᱮᱰᱤᱴ, ᱴᱤᱢ ᱥᱫᱚᱥᱭ ᱟᱨ ᱴᱮᱠᱱᱤᱠᱮᱞ ᱵᱤᱵᱚᱨᱚᱬ ᱮᱢ ᱟᱠᱟᱱᱟ᱾
- ᱟᱞᱜᱟ ᱜᱩᱱ ᱠᱚ
- 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.
- ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ
- 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. - ᱴᱮᱜ ᱠᱚ
- Packaging design, Beverage packaging, Tea drink, Cultural pattern, Graphic identity, Retail design, Chinese market, Contemporary heritage
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- 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.
- ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- 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.
- ᱜᱚᱵᱮᱥᱚᱱᱟ
- 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. - ᱯᱨᱮᱨᱚᱱᱟ
- 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.
- ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- 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.
- ᱠᱟᱹᱢᱤ ᱦᱚᱨ
- 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.
- ᱴᱤᱢ ᱥᱮᱫᱟᱭ ᱠᱚ
- Creative Director: Kazuo Fukushima, Graphic Designer: Aya Tanaka and Account Director: Xu Xuehua
- ᱪᱤᱛᱟᱹᱨ ᱥᱟᱹᱦᱟ
- SHANGHAI NO PROBLEM BRAND DESIGN CO.LTD
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