ABOUT
Cargo No. 1966 is a conceptual tea packaging project inspired by the cultural and visual landscape of old Hong Kong. Rooted in the city’s history as a trading port, the project reimagines tea as cargo in motion—distributed across the city through a network of couriers. Set in the Year of the Fire Horse, the narrative draws from the symbolism of strength, movement, and independence, while also referencing the cultural context of 1966, when the birth of strong-willed daughters was widely feared. This project reinterprets that narrative by positioning women as central figures—carrying, delivering, and connecting the city through tea. The aim was to create a visual system that captures Hong Kong not just as a place, but as an experience shaped by movement, density, and everyday rituals.

SOLUTION
The solution was to design an immersive packaging system that translates Hong Kong’s urban and cultural identity into a detailed isometric illustration. The composition centers around a main tea house—Cargo No. 1966, from which tea is distributed across the city by women riding symbolic fire horses. The surrounding environment is built using architectural references from old Hong Kong, creating a dense yet structured cityscape. A muted color palette inspired by archival visuals was chosen to evoke a sense of history and restraint, while bold red accents highlight movement and narrative through the riders and the central teapot. The packaging includes five tea variants—green, black, oolong, white, and pu’erh.

RESULT
The result is a storytelling-driven packaging system that blends cultural depth with contemporary design. The illustration acts as both a visual centerpiece and a narrative map, guiding the viewer through a city in motion. By combining subtle color, detailed linework, and symbolic elements, the design moves away from conventional luxury aesthetics and instead embraces a quieter, more immersive approach. Each element, from the fire horse riders to the architectural forms contributes to a cohesive brand world where tea becomes a medium of connection and storytelling. Cargo No. 1966 transforms a simple act of brewing into an experience of place, memory, and movement, offering users a way to engage with Hong Kong beyond geography.