Bronze Packaging Design · 2026
Wakayama Umeshu Series Plum Wine
- A' Design Award 2026 Bronze Winner in Packaging Design
- Awarded April 15, 2026
- CLIENT: fodesign Inc.
- Estimated Number of Design Views: 7,610
- Verification code 22BCB8E42C · Verify this award
About Wakayama Umeshu Series Plum Wine
From Wakayama, Japan comes an aromatic plum wine and a refreshing plum wine jelly. Inspired by the concept of cultural exchange and encounters rooted in Chinese tradition, the design expresses a distinctly Japanese sensibility through soft textures and delicate illustrations. When the two bottles are placed side by side, they create a scene of a man and woman meeting-captured within the packaging design. As a gift from Japan, blessed with majestic mountains, the sea, ocean breezes, and brilliant sunlight, it accompanies joyful gatherings in faraway China.
Fumiko Okazeri's Wakayama Umeshu Series Plum Wine design represents a sophisticated integration of contemporary packaging innovation and deeply rooted cultural expression, positioning itself within the intersection of artisanal beverage presentation and regional identity communication through visual narrative. The two-bottle series demonstrates exceptional compositional intelligence through its paired yet distinct landscape vignettes, each label functioning as a miniature atmospheric painting that celebrates specific geographic and seasonal characteristics while maintaining cohesive design vocabulary through shared material palette, typographic treatment, and chromatic restraint. The technical execution reveals remarkable sensitivity to scale, proportion, and visual hierarchy, as the delicate landscape illustrations maintain legibility and atmospheric depth despite their constrained format, employing sophisticated value transitions and selective color application to suggest expansive space within minimal dimensions. The chromatic strategy demonstrates particular accomplishment, as each bottle's dominant hue, soft blush pink suggesting spring cherry and plum blossoms for one, pale cerulean blue evoking coastal atmosphere and maritime heritage for the other, establishes immediate emotional and seasonal association while the shared golden amber of the liquid contents unifies the series and reinforces the product's essential character as concentrated fruit essence. The designer's material choices speak to a thoughtful reconciliation of preservation requirements and aesthetic aspiration, the transparent glass allowing visual appreciation of the product while the natural cork closure and organic parchment wrap suggest traditional craft methods and environmental consciousness, creating what might be understood as a material rhetoric of authenticity, quality, and regional pride. The landscape imagery itself carries profound cultural resonance, as the depiction of blooming plum branches directly references the umeboshi and umeshu traditions deeply embedded in regional agricultural cycles and culinary heritage, while the inclusion of contemporary elements such as wind turbines and the solitary contemplative figure suggests continuity between traditional practice and present-day lived experience, positioning the product neither as nostalgic revival nor as divorced from heritage but as organic continuation of place-based identity. The calligraphic typography, arranged in traditional vertical orientation, reinforces cultural specificity while maintaining contemporary clarity, the characters becoming simultaneously informational text and aesthetic element contributing to overall compositional balance. One observes how the paired presentation invites comparison and contemplation, suggesting perhaps variations in the umeshu itself, different harvest moments, distinct microclimates within the growing region, or simply the multifaceted character of place itself, the coastal and inland landscapes together forming a more complete portrait of regional identity than either alone could convey. What themes might these contrasting yet harmonious landscapes invite us to consider regarding the relationship between agricultural practice, seasonal awareness, geographic specificity, and the preservation of flavor as cultural memory and sensory archive of place.
Press Kit
- Unique Properties
- In introducing Japanese sake to the Chinese market, the design aimed to express authentic Japan. The packaging is simple yet refined, employing soft colors, grand landscapes of Wakayama, and clean Japanese typography to convey its atmosphere. The illustration, crafted by layering cut paper, adds depth of color and texture. When two bottles are placed together, they depict the meeting of a man and woman, embodying the concept of enjoying sake through encounters and connections.
- Dimensions & Packaging
- Width 60 mm x Depth 60 mm x Height 295 mm
- Tags
- Simple design, emotional expression, paper collage illustration, human connection, encounter theme, Wakayama nature, Japanese culture, serene moment, warm atmosphere, handcrafted texture
- Production Technology
- The frosted bottle, chosen for its gentle impression, is paired with a label finished in velvet PP. Its silicone-like texture offers both a pleasant touch and a sense of luxury. The sealing label combines muted gold foil with a matte surface, achieving refinement while retaining softness. Overall, the design emphasizes a gentle impression, enhancing the concept with a strong sense of storytelling.
- Design Challenge
- Translating a concept rooted in Chinese exchange culture into a distinctly Japanese expression was not simple. Through repeated discussions with the client, we deepened mutual understanding, seeking a balance that embraced the continent’s passionate sensibility while retaining a soft, delicate Japanese touch. Layered paper illustrations and the gentle textures of frosted bottles and label stock gradually built up a refined sense of Japaneseness.
- Project Duration
- It was exported and sold in Hangzhou, China in November 2022.
- Operation Flow
- The rich, aromatic flavor of umeshu and the refreshing, springy texture of umeshu jelly can be enjoyed in different scenes, allowing you to choose according to your mood and occasion.
- Research
- We researched China’s drinking culture and why Japanese alcohol is welcomed there. To reassess the essence of Japaneseness in design, we revisited packaging and visuals seen daily in stores, analyzing them with fresh eyes. This led us to reinterpret cultural subtlety, the beauty of empty space, and the elegance of hiragana and kanji, incorporating these qualities into the package design and product naming.
- Inspiration
- Wakayama is Japan’s top plum producer, known for thick flesh and rich aroma. Its umeshu is acclaimed worldwide for flavor and fragrance. In China, fruit liqueurs and low-alcohol drinks are rising in popularity, with Japanese sake especially loved by the young. Family and friendship are deeply valued, and sharing drinks embodies such moments. This project began with the wish to offer sake that accompanies happy times with supportive friends.
- Image Credits
- Illustrator Yuri Mizutani