The Glorious Gallop 2026
The Glorious Gallop 2026
About
Tet 2026 is a milestone for Ninety Eight. With blockchain officially accepted in Vietnam, this is the year Ninety Eight steps fully into the spotlight to embrace a new era. The brief for New Year packaging design was high-stakes: capture the spirit of the Horse, a symbol of luck, strength, and freedom, and fuse it with Ninety Eight’s core values: youth, pride, progress, and a premium edge. However, everyone obviously talks about horses during the Year of the Horse. The questions is how do we find the story that would make Ninety Eight stand out in a sea of tradition?
Concept: The Glorious Gallop
Instead of just playing with folk imagery, we focused on the heartbeat of Ninety Eight: togetherness. Like a herd of horses galloping across an open field, the only way to reach the finish line is to speed up. Everyone at Ninety Eight must run with the same belief. Inspired by the classic “galloping horse” of East Asian culture, we developed “The Glorious Gallop” concept. We designed a high-octane visual system, including a “speedy” effect using a herd of horses charging directly through the NinetyEight logo, backed by a vibrant, high-drama palette of Red and Yellow. To keep it sharp and proprietary, we deployed Scale VF, a custom, modern typeface that vibrates with energy. We want the audience to get an immediate punch of excitement when they receive the gift box. Energetic, intense, and ready to race!
Result: Tradition, Reimagined
The three-layer box reveals a custom horse-racing game inspired by cá ngựa, integrated into the inner lid so the packaging itself becomes a playing surface for Tết gatherings. Red packets feature horse-pattern graphics centered around the Ninety Eight Tết logo, brought to life with a vibrant festive palette.
Extending the “Gallop” concept, we co-produced a cinematic short film about a lone horse running through darkness toward dawn, a metaphor for resilience and long-term belief. We led the storyboard and art direction from sketch to final frames.
The visual system continued into community activations, including a running event and woodblock workshop, along with medals and commemorative items, all reinforcing one message: keep moving forward together.