Objective: Develop a comprehensive design system for Procter & Gamble’s 2025 Annual Gift experience, delivering cohesive packaging and print assets aligned with P&G’s corporate visual identity and refined through collaborative, iterative feedback.
What is the P&G Corporate Holiday Box?
Each year, Procter & Gamble sends a holiday gift box to employees and retirees worldwide, featuring products from across its brand portfolio alongside a greeting card with a message from the CEO and signature chocolate-coated almonds.
Designing the 2025 Holiday Box Experience
For the 2025 Corporate Holiday Box, I owned the entire creative process, leading end-to-end creative direction and design execution. From defining the visual identity to developing the box packaging, almond packaging, and CEO card design, I ensured every element felt cohesive, intentional, and aligned with P&G’s brand while bringing a fresh, modern perspective to a long-standing tradition.
Check out the unboxing experience in the video to the right!
Concept Ideation
I began by developing three distinct identity concepts, each exploring how P&G’s corporate imagery could be integrated into a festive yet brand-agnostic visual system.
Sketches
A core part of my process was experimenting with my three original concept directions. Using both 2D and 3D sketches, I evaluated how each concept would function across multiple print mediums while refining the packaging through iterative exploration.
3D Box Net Packaging Sketches
2D Concept Sketches
Initial Execution + Review
From each explored concept, I designed three greeting card front options, with each subtly but intentionally incorporating a different aspect of P&G’s visual identity to evoke the holiday spirit while maintaining a strong, recognizable brand presence.
How each concept aligns with P&G’s visual identity:
After presenting these three explored concepts, we aligned on a final direction that merged the visual identity of Option 2 with the snow globe concept from Option 3, resulting in a stronger final direction.
Concept evolution: original to final
Final Deliverables: Shipping Box
The final design is built around one snow globe set in snowy terrain, capturing a family skating in downtown Cincinnati with the P&G headquarters in the background. Small P&G easter eggs, including moon and star motifs and other Cincinnati references, are thoughtfully woven throughout, with the P&G logo proudly displayed on the side panel.
Front of Box Packaging
Back of Box Packaging
Shipping Box Demo Video
I presented my final design deliverables to P&G design managers, and to help bring the concept to life before production, I created a 3D demo video using Adobe tools to show how the design would look in a real-world context.
Final Deliverables: Almond Packaging
My design was also featured on the chocolate almond packaging inside the box, with a lattice border added to ensure the design was correctly translated into the almond packaging layout.
Almond packaging — digital mockup
Final almond packaging alongside product
Final Deliverables: Holiday Card Design
Finally, my design appeared on the front of the greeting card included in the holiday box. The outside highlights the artwork, while the inside is kept minimal to keep the focus on the message written by P&G's CEO.
Front + back card design — digital mockup
Holiday card 3D demo video
Final Deliverables
