Heritage Wrap Beverage Packaging Esasy Wezipe: Içgi Gaby by Kazuo Fukushima and Aya Tanaka

Heritage Wrap Beverage Packaging Esasy Wezipe: Içgi Gaby by Kazuo Fukushima and Aya Tanaka is a highly esteemed winner of the very prestigious 2026 A' Design Award Kümüş Baýragy in Gaplama Dizaýny Competition Category.

KümüşGaplama· 2026

Heritage Wrap Beverage Packaging Esasy Wezipe: Içgi Gaby

by Kazuo Fukushima and Aya Tanaka

Client: Meiji China Investment Co.,Ltd.

A' Design Award Kümüş Baýragy Winner in Gaplama Category

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Verified Award Winner
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Colors

The Design

About Heritage Wrap Beverage Packaging Esasy Wezipe: Içgi Gaby

Kitap Teksti: Bu içgi gaby dizaýny nusgawy gara çaý lattesini häzirki zaman grafiki aňlatma arkaly täzeden düşündirýär. Adaty bezeg motiwleri üznüksiz örtük nagşyna abstraktlaşdyrylyp, ähli burçlardan görnükliligi ýokarlandyrýar we ritmiki wizual akymy döredýär. Gurluşly merkezi belgi düşnükliligi we ierarhiýany döredip, bezeg baýlygyny okalmaklyk bilen deňagramly saklaýar. Dizaýn nepis, ýöne golaý gelýän bir görnüş hödürläp, dürli söwda gurşawynda güýçli tekjede tanalmaklygy we wizual yzygiderliligi üpjün edýär.

The Recognition

About the A' Design Award Kümüş Baýragy

Heritage Wrap Beverage Packaging Esasy Wezipe: Içgi Gaby A' Design Award Kümüş Baýragynyň ýeňijisidir; bu owadan, belent we täsirli ýokary derejeli dizaýnlara berilýän adatdan daşary abraýly ykrarnamadyr. Kümüş ýeňijileri dizaýnerleriniň ajaýyp bilimini, zehinini we ýiti aňyny görkezýän aşa ýalpyldawuk we örän döredijilikli eserlerdir. Heritage Wrap Beverage Packaging Esasy Wezipe: Içgi Gaby ajaýyp, nusgalyk, üns çekiji derejede hünärmenlikli we çuňňur täzelikçi eser bolmagy garaşylýar. A' Design Award Kümüş Baýragyny gazanan bu dizaýn sungatyň, ylmyň, dizaýnyň we tehnologiýanyň çäklerine peýda berýän we ony öňe sürýän örän üns çekiji, haýran galynýan oýlap tapyşdyr. Heritage Wrap Beverage Packaging Esasy Wezipe: Içgi Gaby köpüň gabanjyna sezewar bolýan, isleglerimizi oýarýan, oňyn duýgulary getirýän we haýranlyk we geň galmagy döredýän eserdir.

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