“12 Days of Baileys” Holiday VAP Exploration

Role: Freelance Senior Designer
Client: Baileys CP&A
Retailer: Costco
Status: Internal exploration · Selected for FY26 consideration

The Challenge

Reimagine Baileys’ standard Costco VAP into a holiday-driven, discovery-led experience that elevates flavor trial and earns attention at Costco scale.

The Ask

  • 12 × 50ml bottles across 5 flavors (incl. non-dairy)

  • Holiday-themed advent calendar with perforated windows

  • Structural exploration beyond a standard box

  • Tight timeline, internal concept sprint

The Idea

Turn variety into ritual.
Design a VAP that rewards daily discovery, simplifies portfolio complexity, and feels intentional—not bulk.

The Solution

Led end-to-end concept development and execution, creating three distinct structural directions to show range and unlock stakeholder alignment:

  • Advent House (selected) — narrative, intuitive, strong shelf storytelling

  • Gift Stack — premium, giftable, value-forward

  • Advent Wreath — bold, iconic, playful discovery mechanic

(All structures built in Illustrator + Photoshop.)

The Outcome

  • All three concepts strongly received by CP&A stakeholders

  • Advent House selected for potential FY26 holiday programming

  • Success measured by stakeholder excitement and confidence to move forward