Award-Winning Packaging Design: Fox Say Tea Liqueur Earns Platinum at World Front Design Award 2025
Hsu Hao Hsiang & Fox Say Tea Liqueur, has been awarded the Platinum Prize in the Best Innovative Structural Packaging category at the World Front Design Award 2025 Autumn Season for the project “Fox Roaming the Mountains — A Storytelling Design with Blue-and-White Aesthetics.”
The jury praised the award-winning packaging design work for “its refined storytelling approach that fuses Eastern aesthetics with modern product design.”The design uses traditional Chinese landscape painting as a continuous scroll across cylindrical canisters — transforming packaging into a narrative canvas. Four color-coded tea liqueurs form a single panoramic landscape, united by roaming foxes that create movement and rhythm.
Inspired by the elegance of blue-and-white porcelain, the bottle and canister details subtly echo Chinese craftsmanship while avoiding clichés. The result is a sophisticated balance of cultural symbolism, visual cohesion, and contemporary appeal.
Below is the full interview with Hsu Hao Hsiang, designer of Fox Roaming the Mountains.
Interview
Q: What inspired this project?
Hsu: The inspiration came from the intersection of Taiwanese tea culture and blue-and-white landscape art. I wanted the packaging to be more than a container — to unfold like a scroll that tells a story. When all four canisters are placed together, they form a single panoramic painting where the fox roams through the mountains — symbolizing the harmony between tradition and innovation, nature and craftsmanship.
Q: What was the most exciting or challenging aspect of the process?
Hsu: The greatest challenge was translating the “scroll-style narrative” concept into a physical product. Each paper canister needed to stand alone yet seamlessly connect to the next. Achieving consistency in printing, paper thickness, and alignment required countless tests and refinements.
The most exciting moment came when the four designs finally aligned into one continuous mountain scene — it felt like seeing an idea truly come to life.
Q: Anyone you would like to acknowledge?
Hsu: I would like to express my heartfelt gratitude to Ice and Kolay, whose expertise and collaboration helped turn this concept into a tangible product. Their contribution was essential to bringing the Fox Roaming the Mountains series to life.
Most of all, I am deeply grateful to my wife, whose unconditional support throughout my entrepreneurial journey has been my greatest strength and motivation.
Q: Your experience with the World Front Design Award
Hsu: Participating in WFDA offered me valuable insight into how international perspectives appreciate cultural depth and storytelling in design. For me, this award is more than recognition — it’s a window for the world to see the beauty of Taiwanese tea and design.
Follow the Brand
Brand: Fox Say Tea Liqueur
Founder: Hsu Hao Hsiang
Based in: Pingtung, Taiwan
Philosophy: Blending tea, spirits, and storytelling aesthetics through patented cold-brew infusion to reinterpret oriental flavors.
Instagram ｜ @foxsaytealiqueur
Facebook ｜ FoxSayTeaLiqueur / 狐說茶酒
