Luxury Pottery Advent Calendar — Bespoke Rigid Board Design
The aim was to create something collectible — a piece that could be admired, opened with ceremony, and kept beyond Christmas. Each detail needed to reflect craftsmanship, heritage, and quality, while transforming a festive countdown into a daily moment of discovery.
The result would be a calendar that functioned as both packaging and product: refined, permanent, and unmistakably Moorcroft.
Rigid Board Construction
To bring this vision to life, we engineered a rigid board Double Door Gatefold Case & Base that opens like a miniature cabinet, transforming the calendar into a display piece.
The structure was manufactured from 3mm greyboard and produced to generous internal dimensions of 450mm (L) × 310mm (W) × 132mm (D), allowing each ceramic piece space to sit securely. The doors were hinged on the short edge to create a balanced, symmetrical opening and secured with two discreet 9mm round magnets and matching receiver discs for a smooth, premium close.
Externally, the case was wrapped in 140gsm uncoated paper, printed in CMYK, and finished with anti-scuff matt lamination to deliver both durability and a soft, tactile surface. Internally, a 120gsm black Wibalin® Natural liner was used to provide contrast and elevate the sense of luxury.
Inside the case, 12 individually sized drawers were constructed from 290gsm White Peak FBB, also printed CMYK and anti-scuff laminated. Each drawer was sized differently to accommodate varying pottery forms, while internal dividers ensured stability, protection, and perfect alignment. A V-cut, glued-back case design ensured long-term structural integrity and durability.
The Brand Experience
Every element of the calendar was designed to elevate interaction. Instead of tearing doors, customers open drawers. Instead of receiving novelties, they discover craftsmanship.
This shift transforms the advent format into something enduring — an object designed to be kept, displayed, and remembered. The calendar becomes part of the product experience, not just its container.
For Moorcroft, the finished piece delivered much more than festive packaging. It became a physical expression of the brand’s values — precision, beauty, and longevity — realised through materials, structure, and detail.
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