Fortune Express
Baijiu Packaging for Guizhou Jinsha Liquor Wine Cellar Co., Ltd.
Fortune Express reimagines wealth deities through youth culture. Five Wealth Gods become chibi figures in Five Elements colors. Presented as blind boxes each baijiu bottle pairs with a plush deity. Gamified unboxing activates collection and sharing turning the product into social currency. Balancing authenticity with modern aesthetics it brings heritage into daily life.
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Fortune Express by Wu yao
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Baijiu Packaging by Wu yao
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Wu yao Fortune Express
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Wu yao Baijiu Packaging
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Wu yao Design Team Photo
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Guizhou Jinsha Liquor Wine Cellar Co Ltd Brand Logo
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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
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.
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.
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.
Image Credits
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Project Overview
Fortune Express Baijiu Packaging has been a Bronze winner in the Packaging Design award category in the year 2025 organized by the prestigious A' Design Award & Competition. The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.
Bronze Recognition
Wu yao was recognized with the coveted Bronze A' Design Award in 2026, a testament to excellence of their work Fortune Express Baijiu Packaging.
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