Fortune Express Sephutheloana sa Baijiu by Yao Wu

Fortune Express Sephutheloana sa Baijiu by Yao Wu is a highly esteemed winner of the very prestigious 2026 Moputso oa Boronse oa A' Design Award in Moralo wa Phuthelo Competition Category.

BoronsePhuthelo· 2026

Fortune Express Sephutheloana sa Baijiu

by Yao Wu

Client: Guizhou Jinsha Liquor Wine Cellar Co., Ltd.

Moputso oa Boronse oa A' Design Award Winner in Phuthelo Category

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Colors

The Design

About Fortune Express Sephutheloana sa Baijiu

Fortune Express ke moralo oa sephutheloana sa baijiu. Lebokose la marulelo a sekhukhu le lekana boholo ba limilimithara tse 280 ka tse 150 ka tse 230, 'me le buloa ho tloha ka tlaase. Ho phahamisa lephephe le leng le le leng la ka hare ho senola libotlolo tse hlano, 'me botlolo ka 'ngoe e bontša Molimo oa Leruo o fapaneng ka 'mala oa Likaroloana tse Hlano. Ka tlaase ho libotlolo ho na le mabokose a mahlano a boreleli a sa bonoeng ka hare, ao ha a haholoa a senola litšoantšo tse nyenyane tse entsoeng ka mokhoa o ikhethang. Lebokose la ka ntle le qetetsoe ka khatiso ea foil, 'me lileibole li hatisitsoe ka mokhoa oa dijithale. Lipopae tsa boreleli li entsoe ka likhoele tse bonolo tsa polyester ka lintlha tse rokiloeng ka mokhabiso.

The Recognition

About the Moputso oa Boronse oa A' Design Award

Fortune Express Sephutheloana sa Baijiu ke mohapi oa Moputso oa Boronse oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo e ikhethang e tsejoang ka boqapi, bohlale ba ho qapa le bohlale. Bahapi ba Boronse ke lintho tse nang le bokhoni ka ho felletseng le boqapi bo hlollang tse tiisang boiphihlelo bo bongata, mohopolo le bokhoni ba ho iphumana ba baqapi ba tsona. Fortune Express Sephutheloana sa Baijiu e lebelletsoe ho ba ntho e hlomphuoang haholo, e ratoang le e ratehang, e nang le boprofeshenale bo bonahalang le mehopolo e mecha. Moralo ona o hapileng Moputso oa Boronse oa A' Design Award o kenyelletsa mekhoa e metle ka ho fetesisa bonong, mahlaleng, moralong le theknolojing mme o hlahella ka ho tsepamisa maikutlo lintlheng tse nyenyane. Fortune Express Sephutheloana sa Baijiu e kutloisisa litlhoko hantle, e ama litakatso, e hapa maikutlo mme e tsosa takatso ea ho tseba.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: This design injects youthful energy into traditional Baijiu creating a social currency that can be played with shown off and used for wish making The entire user journey Unbox Discover Resonate Share is crafted as an immersive experience bringing Baijiu from the traditional banquet table into the trendy lifestyle of young consumers
Dimensions & Packaging: Length 280mm x Width 150mm x Height 230mm
Tags: Youth Marketing, Baijiu Packaging, Blind Box Design, Crossover Product,
Production Technology: The outer box features foil stamping. The interior uses a layered lifting flap structure. Bottle labels are digitally printed with the Five Elements color palette. Plush dolls are crafted from soft polyester fibers with embroidered details.
Design Challenge: The key challenge was balancing heritage symbolism with youthful appeal. Translating the Five Wealth Gods and Five Elements philosophy into a cute, stylized visual language without losing cultural authenticity, while integrating a blind box mechanism and a ceremonial unboxing structure that feels both playful and premium.
Research: This project explores how traditional Baijiu can engage young consumers by blending cultural heritage with interactive experiences Research focused on youth culture trends social currency blind box mechanics and emotional resonance to identify opportunities for reimagining the Five Wealth Gods motif through modern aesthetics and gamified unboxing rituals
Inspiration: Inspired by the collision between traditional wealth deities and contemporary youth culture. Young generations seek lighter interaction with tradition: chibi images dissolve cultural distance, Five Elements colors endow modern aesthetics, blind boxes activate collection and sharing desires. The product becomes "social currency" carrying young people's small joys.
Project Duration: The project started in Beijing in November 2025 and was completed in Beijing in January 2026.
Operation Flow: User lifts the bottom-opening gable roof box to reveal the interior. Lifting each flap reveals five bottles, each with a different God of Wealth and Five Elements color. Below the bottles, five plush blind boxes are torn open to discover Q gods. The dolls encourage social media sharing.
Patents: /
Team Members: Original designer: Wu Yao , llustration designer: Zhang Yuchen, Illustration designer: Xie Boxing, Illustration designer: Tan Zhen, Graphic designer: Zheng Ziyang, Graphic designer: Tang Wenhu, 3D Designer: Liao Hao and Copywriting: Xu Xiaohui
Image Credits: /