Advent Calendars for Tiny Rebel

Popular craft beer brand Tiny Rebel is known for its standout, customer-focussed gift packaging. BoxMart and Tiny Rebel have collaborated for several years, creating multiple gift packs, each time pushing the bar higher, always aiming to keep customers engaged and excited for the next release. 

The release of their 2021 Advent Calendar was a much-anticipated event – having skipped a 9th birthday celebration earlier in the year due to the pandemic, this festive gift pack was to be the brand’s highlight of the year. 

Their previous 2020 advent calendar had been designed with their signature artwork and a relatively simple construction, but with this project BoxMart were challenged to push the boundaries.

The pack was designed to house 25 limited edition beers, a branded teku glass and a pack of branded playing cards.

A collaborative design process between the client and the BoxMart constructional design team led to a hugely successful end product. A double aspect box was created, opening out, book-style to reveal the interior.

Twenty perforated windows were incorporated in the design, along with three frame walled drawers, each with custom fittings to hold multiple products. These drawer units were effectively three stand-alone gift packs in their own right, neatly housed inside the main construction. Frames lining the drawer compartments give a neat aesthetic, but also ensure smooth removal of products and a premium opening experience.

As Tiny Rebel were developing their limited edition beers at the same time as pack development, flexibility was important as a mixture of 330ml and 440ml cans was to be included. To allow for maximum product variations the perforated compartments were designed to accommodate 440ml cans, with spacers provided to allow them to be used for 330ml cans as well.  

UK manufactured and fully recyclable, and completely plastic free, this eco-friendly pack is made with fluted board and designed to show minimal raw edges, giving a premium finish to this high price point product. Accurate print registration was essential to give a seamless appearance to the artwork when assembled. To ensure the safe delivery of calendars to consumers, BoxMart also delivered made-to-measure transit outers in a double walled fluted board, printed on both the exterior and interior faces to maximise the opening experience.

The pack was a huge success – selling out within days of going on presale, and gaining thousands of reactions and impressions across social media.