Every festive season has its traditions – the lights, the music, the decorations, and of course, the excitement of advent calendars. But for dog lovers across the UK, there’s one tradition that has quickly become a favourite: the Tails.com dog advent calendar. And behind that much-loved product is a partnership we’re incredibly proud of.
On this week’s Cullen UnPacked, we’re taking you behind the scenes at our state-of-the-art corrugate and moulded fibre facility to show you how this festive favourite comes together – from early design concepts right through to the moment it launches on the Tails.com website.
Now in our third year working together, the advent calendar has become one of those projects that brings the whole Cullen team together. It’s fun, it’s creative, and it’s a perfect example of how our integrated manufacturing model brings ideas to life quickly, sustainably and at scale.
Where It All Begins: Design, Sampling and Testing
The journey of each advent calendar starts long before dogs are diving nose-first into their daily treats in December.
Early in the year, our designers sit down with the Tails.com team to explore colour palettes, illustrations, layouts and interactive features. These initial discussions are all about finding the balance between festive fun, brand personality and production practicality.
Once the creative direction is set, the real technical work begins. Our in-house corrugate and moulded fibre specialists step in to transform concepts into fully functional samples. These first prototypes help our teams examine everything from print vibrancy and colour consistency to the structural performance of the calendar itself.
Every detail matters – from the strength of the outer shell to the precision of each tear-open window. And because everything happens on one site, the process is fast, collaborative and seamless.
Proofing, Refining and Getting It Just Right
After sampling comes refinement. This is where we really dig into the fine details to make sure everything works perfectly.
Colour testing ensures that the artwork stays bright, consistent and true to the Tails.com brand. Proofing checks that every element aligns correctly during print. And structural checks confirm that the calendar stands strong, keeps its shape and holds each treat securely.
This stage is a perfect example of the value of close collaboration. With Tails.com involved at every step, we’re able to make quick adjustments, refine designs and eliminate any issues before final production begins.
It’s a thorough process – but it’s what ensures that every calendar that makes its way into homes across the country is the best it can be.
From Concept to Production - All Under One Roof
Thanks to Cullen’s integrated facility, the move from proofing to production is smooth and tightly controlled. Our corrugate and moulded fibre teams work side by side, sharing expertise, materials and processes to deliver a product that’s strong, reliable and sustainably made.
The calendar is produced using FSC-certified board, and because everything happens here in Great Britain, environmental impact is significantly reduced. No overseas imports. No long lead times. No unpredictable supply chain issues.
Just high-quality festive packaging delivered quickly and efficiently.
The Moment We Look Forward To Every Year
Nothing beats watching dogs enjoy their Tails.com treats – those excited sniffs and wagging tails are what this project is all about. But there’s another moment our team loves just as much: seeing the advent calendar go live on the Tails.com website.
It’s the point where all the design work, testing, refinement and production come together. Seeing the finished product out in the world – and knowing it will be enjoyed in homes nationwide – is always a highlight for our team.
Another year, another successful project, and we honestly can’t wait to do it all again.
A Partnership Built on Trust, Creativity and Innovation
Working with Tails.com is a partnership we value deeply. It brings together design creativity, advanced manufacturing, sustainable materials and a shared commitment to delivering products that bring joy (and treats!) to dogs everywhere.
As we wrap up another festive season, we’re already looking forward to what next year will bring. More innovation. More collaboration. And more reasons for tails to wag.
Working on something similar for next season?
Whether it’s a festive launch, a bespoke structural design or a high-volume seasonal product, our team can help bring it to life.
Every festive season has its traditions – the lights, the music, the decorations, and of course, the excitement of advent calendars. But for dog lovers across the UK, there’s one tradition that has quickly become a favourite: the Tails.com dog advent calendar. And behind that much-loved product is a partnership we’re incredibly proud of.
On this week’s Cullen UnPacked, we’re taking you behind the scenes at our state-of-the-art corrugate and moulded fibre facility to show you how this festive favourite comes together – from early design concepts right through to the moment it launches on the Tails.com website.
Now in our third year working together, the advent calendar has become one of those projects that brings the whole Cullen team together. It’s fun, it’s creative, and it’s a perfect example of how our integrated manufacturing model brings ideas to life quickly, sustainably and at scale.
Where It All Begins: Design, Sampling and Testing
The journey of each advent calendar starts long before dogs are diving nose-first into their daily treats in December.
Early in the year, our designers sit down with the Tails.com team to explore colour palettes, illustrations, layouts and interactive features. These initial discussions are all about finding the balance between festive fun, brand personality and production practicality.
Once the creative direction is set, the real technical work begins. Our in-house corrugate and moulded fibre specialists step in to transform concepts into fully functional samples. These first prototypes help our teams examine everything from print vibrancy and colour consistency to the structural performance of the calendar itself.
Every detail matters – from the strength of the outer shell to the precision of each tear-open window. And because everything happens on one site, the process is fast, collaborative and seamless.
Proofing, Refining and Getting It Just Right
After sampling comes refinement. This is where we really dig into the fine details to make sure everything works perfectly.
Colour testing ensures that the artwork stays bright, consistent and true to the Tails.com brand. Proofing checks that every element aligns correctly during print. And structural checks confirm that the calendar stands strong, keeps its shape and holds each treat securely.
This stage is a perfect example of the value of close collaboration. With Tails.com involved at every step, we’re able to make quick adjustments, refine designs and eliminate any issues before final production begins.
It’s a thorough process – but it’s what ensures that every calendar that makes its way into homes across the country is the best it can be.
From Concept to Production - All Under One Roof
Thanks to Cullen’s integrated facility, the move from proofing to production is smooth and tightly controlled. Our corrugate and moulded fibre teams work side by side, sharing expertise, materials and processes to deliver a product that’s strong, reliable and sustainably made.
The calendar is produced using FSC-certified board, and because everything happens here in Great Britain, environmental impact is significantly reduced. No overseas imports. No long lead times. No unpredictable supply chain issues.
Just high-quality festive packaging delivered quickly and efficiently.
The Moment We Look Forward To Every Year
Nothing beats watching dogs enjoy their Tails.com treats – those excited sniffs and wagging tails are what this project is all about. But there’s another moment our team loves just as much: seeing the advent calendar go live on the Tails.com website.
It’s the point where all the design work, testing, refinement and production come together. Seeing the finished product out in the world – and knowing it will be enjoyed in homes nationwide – is always a highlight for our team.
Another year, another successful project, and we honestly can’t wait to do it all again.
A Partnership Built on Trust, Creativity and Innovation
Working with Tails.com is a partnership we value deeply. It brings together design creativity, advanced manufacturing, sustainable materials and a shared commitment to delivering products that bring joy (and treats!) to dogs everywhere.
As we wrap up another festive season, we’re already looking forward to what next year will bring. More innovation. More collaboration. And more reasons for tails to wag.
Working on something similar for next season?
Whether it’s a festive launch, a bespoke structural design or a high-volume seasonal product, our team can help bring it to life.
