Cargo No. 1966

Cargo No. 1966 is a Hong Kong tea brand launched in 2026, the Chinese Year of the Fire Horse. To create a sense of authenticity and heritage, I looked back to the previous Fire Horse year, 1966, as the foundation of the brand story.

I discovered that many Chinese families feared raising girls born in that year, believing they would grow up to be fiercely independent and strong-willed. This cultural insight became the heart of the brand narrative.

Rather than portraying this belief negatively, I celebrated the fearless spirit of the Fire Horse woman. The packaging features a detailed isometric illustration of Old Hong Kong, centered around Cargo No. 1966's tea house, where women riding fire horses deliver tea throughout the city. It connects the fire within the Fire Horse woman to the fire that brews every cup of Cargo No. 1966 tea, transforming a historical superstition into a story of strength, warmth, and heritage.