Fortune Express Ipakethe yeBaijiu by Yao Wu

Fortune Express Ipakethe yeBaijiu by Yao Wu is a highly esteemed winner of the very prestigious 2026 Ibhaso Lebhronzi le-A' Design Award in Uyilo lwePakheji Competition Category.

IbhronziIpakheji· 2026

Fortune Express Ipakethe yeBaijiu

by Yao Wu

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

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

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Fortune Express Ipakethe yeBaijiu

IFortune Express luyilo lwepakethe yebaijiu. Ibhokisi eneluphahla olusengqameko ilinganiselwa kwi-280 nge-150 nge-230 yeemilimitha kwaye ivulwa ngezantsi. Ukuphakanyiswa kwephiko ngalinye langaphakathi kutyhila iibhotile ezintlanu, kwaye ibhotile nganye ibonisa uThixo wobuTyebi owahlukileyo ngombala weZinto eziNtlanu. Ngezantsi kweebhotile kukho iibhokisi ezintlanu ezimfihlakalo ezithambileyo ezikrazulwa ukutyhila imifanekiso emincinci eyenziwe ngobugcisa. Ibhokisi yangaphandle igqityezelwe ngokunyathelisa ngefoyile, kwaye iileyibhile zishicilelwe ngokwedijithali. Oonopopi abathambileyo benziwe ngemicu yepholiyesta ethambileyo eneenkcukacha ezihonjiswe ngokuthungwa.

The Recognition

About the Ibhaso Lebhronzi le-A' Design Award

Fortune Express Ipakethe yeBaijiu ngumphumeleli weIbhaso Lebhronzi le-A' Design Award, ukuqatshelwa okuhlonitshwayo kakhulu okunikwa imiyilo ephawulekayo eyahlukaniswa kukuyila, ubukrelekrele nobukrelekrele. Abaphumeleleyo beBhronzi ziimveliso ezinobuchule obukhulu nezidala ngokumangalisayo ezingqina amava aphangaleleyo, ukucinga nokwazi ukuzenzela kwabayili bazo. Fortune Express Ipakethe yeBaijiu iyathenjwa ukuba ibe yimpahla exatyiswa kakhulu, edunyiswayo nethandwayo enobungcali obuphawulekayo nezinto ezintsha. Lo myilo uphumeleleyo weIbhaso Lebhronzi le-A' Design Award ubandakanya iindlela ezilungileyo kakhulu kubugcisa, inzululwazi, uyilo kunye nobuchwephesha kwaye ugqwesile ngenxa yokunikela ingqalelo kwiinkcukacha. Fortune Express Ipakethe yeBaijiu iyanelisa iimfuno ngokumangalisayo, ichukumisa iinqwenelo, ikhwebela iimvakalelo kwaye itsala umdla.

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: /