The Challenge
Design the 2024 edition of Vinebox’s 12 Nights of Wine advent calendar with a concept strong enough to:
- Reinforce Vinebox’s premium positioning
- Differentiate from previous editions
- Feel festive without relying on overt Christmas iconography
- Elevate the experience beyond a simple countdown
- The product needed to feel like more than packaging — it needed to feel like an experience.
- Differentiate from previous editions
- Feel festive without relying on overt Christmas iconography
- Elevate the experience beyond a simple countdown
- The product needed to feel like more than packaging — it needed to feel like an experience.
Destination:
Indulgence
Indulgence
The Strategy
Transform the advent calendar into a suitcase — a journey through wine regions.
Wine tasting is inherently about place. Terroir, culture, climate — every bottle tells a geographic story.
Two curated experiences were created:
- European Holiday — a tour through classic Old World regions
- Coastal Escape (California) — a West Coast–driven tasting journey
- Coastal Escape (California) — a West Coast–driven tasting journey
The packaging itself became symbolic transportation
The Concept
The box was designed to resemble a refined travel case:
Gold “straps” wrapping around the structure
Repeating pattern inspired by classic luxury luggage
Subtle VBX monogram integrated into a geometric grid
Repeating pattern inspired by classic luxury luggage
Subtle VBX monogram integrated into a geometric grid
The pattern system reinforces:
Structure
Movement
Direction
Exploration
Movement
Direction
Exploration
Rather than festive illustrations, celebration is communicated through:
Deep saturated blues and rich reds
Metallic gold foiling
Repetition and symmetry
Elevated typography
The result feels like a first-class departure — not holiday décor.
Metallic gold foiling
Repetition and symmetry
Elevated typography
The result feels like a first-class departure — not holiday décor.
My Role
- Collaboration in concept development
- Packaging design system
- Pattern design and monogram development
- Experience design (travel tags, inserts, numbering system)
- Poster inserts and marketing assets
- Packaging design system
- Pattern design and monogram development
- Experience design (travel tags, inserts, numbering system)
- Poster inserts and marketing assets
The Solution
A premium suitcase-inspired advent calendar that transforms wine tasting into travel.
Two parallel experiences:
- European Holiday — rooted in tradition and heritage
- Coastal Holiday — relaxed, sun-soaked, modern
- European Holiday — rooted in tradition and heritage
- Coastal Holiday — relaxed, sun-soaked, modern
Both versions share the same structural design language but are distinguished through color and regional storytelling.
The luggage motif elevates the product into a keepsake object — designed to be displayed, gifted, and photographed.
Results
- Strong seasonal sales performance
- Clear differentiation from prior year editions
- Elevated perceived value through luxury cues
- High shareability due to its distinctive travel concept
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- Clear differentiation from prior year editions
- Elevated perceived value through luxury cues
- High shareability due to its distinctive travel concept
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Art Direction: Carina Vivaldi
Render Mockups: Cintia Donoso
Graphic Design collaboration: Anita Cerati
Photography: Blueprint Photography