Heritage Wrap Beverage Packaging Primary Function: Ukupakishwa Kweziselo by Kazuo Fukushima and Aya Tanaka

Heritage Wrap Beverage Packaging Primary Function: Ukupakishwa Kweziselo by Kazuo Fukushima and Aya Tanaka is a highly esteemed winner of the very prestigious 2026 Ibhaso Lesilivere le-A' Design Award in Uyilo lwePakheji Competition Category.

IsilivereIpakheji· 2026

Heritage Wrap Beverage Packaging Primary Function: Ukupakishwa Kweziselo

by Kazuo Fukushima and Aya Tanaka

Client: Meiji China Investment Co.,Ltd.

Ibhaso Lesilivere le-A' Design Award Winner in Ipakheji Category

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The Design

About Heritage Wrap Beverage Packaging Primary Function: Ukupakishwa Kweziselo

Book Text: Olu yilo lokupakisha iziselo luyiphinda lutolike kwakhona i-latte yetiyi emnyama eyaziwayo ngokusebenzisa indlela yokuzoba yale mihla. Imibhalo yokuhombisa yemveli yenziwa yabhanyabhanya yaba yipatheni eyendele kuyo yonke into ephuhlisa ukubonakala kuwo onke amacala kwangelo xesha idala umsinga obonakalayo onesingqisho. Ilebhile esembindini eyakhelweyo iseka ukucaca kunye nentobeko, ilinganisa ubutyebi bokuhombisa nokufundeka. Olu yilo lunika ubukho obucothayo kodwa obufikelelekayo, luqinisekisa ukuqapheleka okuqinileyo kwishelufa kunye nokungqubelana kobonakalayo kwiindawo zorhwebo ezahlukeneyo.

The Recognition

About the Ibhaso Lesilivere le-A' Design Award

Heritage Wrap Beverage Packaging Primary Function: Ukupakishwa Kweziselo ngumphumeleli weIbhaso Lesilivere le-A' Design Award, ukuqatshelwa okuhlonitshwayo ngokungaqhelekanga okunikwa imiyilo yomgangatho ophezulu, entle nechukumisayo. Abaphumeleleyo beSilivere ziimveliso ezikhazimlayo kakhulu nezidala kakhulu ezibonisa ubungcali obuphawulekayo, italente nobukrelekrele babayili bazo. Heritage Wrap Beverage Packaging Primary Function: Ukupakishwa Kweziselo iyathenjwa ukuba ibe ngumsebenzi omhle womzekelo, onobungcali obuphawulekayo nezinto ezintsha ezinzulu. Lo myilo uphumeleleyo weIbhaso Lesilivere le-A' Design Award yimveliso ebonakalayo kakhulu, ethandwayo enceda kwaye inyusa imida yobugcisa, inzululwazi, uyilo kunye nobuchwephesha. Heritage Wrap Beverage Packaging Primary Function: Ukupakishwa Kweziselo yimveliso enomona omkhulu kuyo evusa iinqwenelo, izisa iimvakalelo ezintle kwaye ivuselela ukumangaliswa nokumangala.

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