Consumer Goods Packaging Design

A course by Diego Giaccone
Designer. Buenos Aires, Argentina.
Joined June 2017
, Designer

Discover the creative process behind a packaging design from the brief to the final art

  • Spanish with subtitles in English
  • 92% positive reviews (185)
  • 3150 students

Discover the creative process behind a packaging design from the brief to the final art

Spanish with subtitles in English
  • 92% positive reviews (185)
  • 3150 students
  • 11 lessons (1h 40m)
  • 12 additional resources (2 files)
  • Online and at your own pace
  • Available on the app
  • Audio: Spanish
  • Spanish, English, Portuguese, German, French, Italian, Polish, Dutch
  • Level: Beginner
  • Unlimited access forever

Diego Giaccone, graphic designer and founder of the Sure branding agency, has helped brands such as Coca-Cola, Chandon, Bimbo, Arcor, and Havanna, among many others, to better communicate with their consumers through the language of packaging.

In this course, Giaccone explains the theoretical basis of packaging design and shows you how to work for retail brands, starting from a real brief, and building an identity that makes them stand out on the shelves in front of their competitors.

What will you learn in this online course?

Course table of contents

  • U1
    U1. Presentation
  • U2
    U2. Understand the client
  • U3
    U3. Observe
  • U4
    U4. Design
  • FP
    FP Final project
View details

Begin by getting to know more about Diego Giaccone's work and the projects he has carried out throughout his career at Sure.

Afterwards, he guides you through a "brand safari", helping you discover and define the existing trends in the market. This starting point is essential to build a branding strategy and lay the conceptual foundations of your design.

Analyze the needs of the client, based on the point of sale of their products, clearly differentiating between packaging intended for sale in their own premises and that designed to stand out on the shelves along with others within the same category.

It's time to create your own design! For this it is important to understand the brief and find creative solutions to the client's problem. Giaccone talks about the concept of "return to essence", an often-used premise at Sure that seeks to rescue the essence of design using lettering, illustration, and typography.

Finally, Diego explains how he prepares his designs to be sent to the press so that they are applied correctly in the packaging of the product he has designed.

What is this course's project?

Following a real briefing, design the packaging of an innovative product sold by a traditional brand, making the design and preparing the digital files for production.

Projects by course students

Who is this online course for?

Graphic designers, illustrators, marketing professionals, and anyone who wants to immerse themselves in the incredible world of packaging design for consumer goods.

Requirements and materials

You'll only need basic design knowledge and a computer with Adobe Illustrator installed.


3150 Students
185 Reviews
92% Positive ratings
  • More reviews

Diego Giaccone

A course by Diego Giaccone

Teacher Plus

Diego Giaccone worked for more than 15 years at Interbrand and Futurebrand, two of the leading international branding consultants, as design director and director of consumer branding before founding his own agency in 2004: Sure Brandesign.

He combines his professional work with a more educational one that has led him to give conferences and creative workshops in Ecuador, Mexico, Chile, Bolivia, Paraguay, Colombia, and Argentina. In addition, he teaches a postgraduate degree at the University of Buenos Aires.

In 2002, he was recognized as one of the 5 outstanding designers of the decade. He was the jury president at FIAP and jury of the Wave Festival of Rio de Janeiro.


  • U1


    • Presentation
    • Inspiration and freshness
    • Sure method
  • U2

    Understand the client

    • Brief and innovation meetings
    • Know the premises
  • U3


    • Brand safari I
    • Brand safari II
    • Designs vs. zero redesigns
  • U4


    • Conceptual axes
    • Design rework and final road selection
    • Implementation and production
  • FP

    Final project

    • Packaging for consumer products

What to expect from a Domestika course

  • Learn at your own pace

    Enjoy learning from home without a set schedule and with an easy-to-follow method. You set your own pace.

  • Learn from the best professionals

    Learn valuable methods and techniques explained by top experts in the creative sector.

  • Meet expert teachers

    Each expert teaches what they do best, with clear guidelines, true passion, and professional insight in every lesson.

  • Certificates

    If you're a Plus or PRO member, get a custom certificate signed by your teacher for every course. Share it on your portfolio, social media, or wherever you like.

  • Get front-row seats

    Videos of the highest quality, so you don't miss a single detail. With unlimited access, you can watch them as many times as you need to perfect your technique.

  • Share knowledge and ideas

    Ask questions, request feedback, or offer solutions. Share your learning experience with other students in the community who are as passionate about creativity as you are.

  • Connect with a global creative community

    The community is home to millions of people from around the world who are curious and passionate about exploring and expressing their creativity.

  • Watch professionally produced courses

    Domestika curates its teacher roster and produces every course in-house to ensure a high-quality online learning experience.


Domestika's courses are online classes that provide you with the tools and skills you need to complete a specific project. Every step of the project combines video lessons with complementary instructional material, so you can learn by doing. Domestika's courses also allow you to share your own projects with the teacher and with other students, creating a dynamic course community.

All courses are 100% online, so once they're published, courses start and finish whenever you want. You set the pace of the class. You can go back to review what interests you most and skip what you already know, ask questions, answer questions, share your projects, and more.

The courses are divided into different units. Each one includes lessons, informational text, tasks, and practice exercises to help you carry out your project step by step, with additional complementary resources and downloads. You'll also have access to an exclusive forum where you can interact with the teacher and with other students, as well as share your work and your course project, creating a community around the course.

You can redeem the course you received by accessing the redeeming page and entering your gift code.

If you're a Plus or PRO member, when you complete a course you'll instantly get your personalized certificate. You can see all your certificates in the Certificates section of your profile. You can download your certificates as PDFs and share the link online. Learn more about certificates
Consumer Goods Packaging Design. Design course by Diego Giaccone

Consumer Goods Packaging Design

A course by Diego Giaccone
Designer. Buenos Aires, Argentina.
Joined June 2017
  • 92% positive reviews (185)
  • 3150 students