A symbol of strength for the Lunar New Year
For Lunar New Year 2026, Penfolds sought a limited-edition design that meaningfully expressed the symbolism of the Year of the Horse. Drawing on the strength, speed and perseverance of the horse, the design uses the traditional art of paper cutting to bring the Fire Horse to life.
project
Lunar Limited Edition 2026
client
Penfolds / Treasury Wine Estates
Services
PACKAGING DESIGN
BRAND WORLD
COLLABORATORS
The legacy
of craft
Rooted in the traditional art of paper cutting, the Fire Horse is constructed through intentional creases, precise cuts, and layered detailing. Form and structure are used to express movement and transformation, embedding the symbolism of the Horse directly into the design language and creating a modern expression of tradition that feels unmistakably Penfolds. This paper-folding approach extends beyond the pack, with bespoke boxes designed to be gently pressed outward using a custom tool, turning into a Penfolds Year of the Horse bag charm.
Collectible
by design
Applied across five of Penfolds flagship wines, the Year of the Horse design is crafted as a collectable moment for Lunar New Year, the limited-edition packaging elevates the brand on shelf, invites engagement through storytelling, and reinforces Penfolds commitment to artistry, heritage, and innovation.
Growth
Standout
Fandom
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