Fortune Express Ukupakisha Kwe-Baijiu by Yao Wu

Fortune Express Ukupakisha Kwe-Baijiu by Yao Wu is a highly esteemed winner of the very prestigious 2026 Umklomelo Webhulonzi we-A' Design Award in Ukudizayina Ukupakisha Competition Category.

IbhulonziUkupakisha· 2026

Fortune Express Ukupakisha Kwe-Baijiu

by Yao Wu

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

Umklomelo Webhulonzi we-A' Design Award Winner in Ukupakisha Category

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Colors

The Design

About Fortune Express Ukupakisha Kwe-Baijiu

I-Fortune Express iwumklamo wokupakisha we-baijiu. Ibhokisi elinophahla oluyisicongo linezilinganiso ezingamamilimitha angama-280 nga-150 nga-230 futhi livulwa ngaphansi. Ukuphakamisa isivalo ngasinye sangaphakathi kuveza amabhodlela amahlanu, futhi ibhodlela ngalinye likhombisa uNkulunkulu Wengcebo ohlukile ngombala weZinto Ezinhlanu (Five Elements). Ngaphansi kwamabhodlela kunamabhokisi amahlanu ayimfihlo athambile adatshulwa ukuze kuvele izithombe ezincane ezenziwe ngesitayela. Ibhokisi langaphandle liqedelwe ngokugxivizwa kwe-foil, futhi amalebula aphrintwe ngobuchwepheshe bedijithali. Onodoli abathambile benziwe ngefayibha ye-polyester ethambile enemininingwane efekethisiwe.

The Recognition

About the Umklomelo Webhulonzi we-A' Design Award

Fortune Express Ukupakisha Kwe-Baijiu iwinile uMklomelo Webhulonzi we-A' Design Award, ukwaziswa okuhloniphekile kakhulu okunikezwa imiklamo ephawulekayo eyehlukaniswa ukudala, ubuhlakani nobukhali bengqondo. Abawinile beBhulonzi yimisebenzi enobuchule obukhulu nedala ngokumangalisayo eqinisekisa isipiliyoni esibanzi, umcabango nobuhlakani babaklami babo. Fortune Express Ukupakisha Kwe-Baijiu ilindeleke ukuba ibe yinto exatshwa kakhulu, edunyiswayo nethandwayo, enobungcweti obuphawulekayo nezinto ezintsha. Lo mklamo owinile uMklomelo Webhulonzi we-A' Design Award uhlanganisa izindlela ezinhle kakhulu ebuciko, esayensi, ekuklameni nasebuchwepheshe futhi uhamba phambili ngenxa yokunaka kwawo imininingwane. Fortune Express Ukupakisha Kwe-Baijiu iyanelisa izidingo ngokumangalisayo, ithinta izifiso, iheha imizwa futhi ikhanga ukufuna ukwazi.

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: /