The Challenge
Design a new edition of Vinebox’s annual advent calendar that would outperform the previous year’s release.
The concept needed to feel:
- Festive and giftable
- Elevated and premium
- Not overly Christmas-specific
- Visually differentiated from prior editions
- Strong enough to drive social sharing and repeat purchases
- Festive and giftable
- Elevated and premium
- Not overly Christmas-specific
- Visually differentiated from prior editions
- Strong enough to drive social sharing and repeat purchases
Where Celebration Meets Glamour
The Strategy
Reposition the advent calendar as a collectible object, not seasonal packaging.
Instead of leaning into traditional holiday tropes (snowflakes, red/green palettes, literal Christmas cues), the strategy was to:
1. Tap into timeless celebration rather than seasonal symbolism.
Focus on decadence, glamour, and ritual — themes that extend beyond December.
Focus on decadence, glamour, and ritual — themes that extend beyond December.
2. Anchor the design in a strong visual era.
Art Deco became the conceptual backbone: geometric symmetry, metallic linework, theatrical framing — evoking vintage cocktail culture and speakeasy glamour.
Art Deco became the conceptual backbone: geometric symmetry, metallic linework, theatrical framing — evoking vintage cocktail culture and speakeasy glamour.
3. Elevate the unboxing experience.
The interior reveal was treated as a stage moment — turning the 12 vials into the “cast” of the experience.
The interior reveal was treated as a stage moment — turning the 12 vials into the “cast” of the experience.
4. Create a system, not just a box.
Multiple colorways (deep green, burgundy, cream) were designed to complement each other, encouraging collection and gifting.
Multiple colorways (deep green, burgundy, cream) were designed to complement each other, encouraging collection and gifting.
The goal was to make it feel like a keepsake object you’d want to display — not discard.
My Role
- Concept development
- Visual system design
- Packaging design
- Custom Art Deco-inspired illustrations
- Poster insert design
- Typography exploration and hierarchy system
- Visual system design
- Packaging design
- Custom Art Deco-inspired illustrations
- Poster insert design
- Typography exploration and hierarchy system
The Solution
An Art Deco–inspired packaging system that evokes indulgence, celebration, and vintage nightlife culture.
- Custom gold linework illustrations
- Symmetrical geometric framing
- Dramatic architectural motifs
- Rich, jewel-toned palettes with metallic finishes
- Illustrated “12 Nights” characters inside the lid for narrative depth
- Symmetrical geometric framing
- Dramatic architectural motifs
- Rich, jewel-toned palettes with metallic finishes
- Illustrated “12 Nights” characters inside the lid for narrative depth
The interior design turns the numbered wine vials into part of the composition — reinforcing the theatrical reveal moment.
Rather than referencing Christmas directly, the design celebrates the ritual of wine tasting and the glamour of evening gatherings.
Results
Sold out ahead of projections
Surpassed previous year’s performance
Increased perceived premium value
Strong social media engagement due to display-worthy design
Surpassed previous year’s performance
Increased perceived premium value
Strong social media engagement due to display-worthy design
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Art Direction: Carina Vivaldi
Render Mockups: Cintia Donoso
Graphic Design collaboration: Anita Cerati
Photography: Blueprint Photography