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
  • 91% Positive reviews (141)
  • 2376 students
Consumer Goods Packaging Design

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

Spanish with subtitles in English
  • 91% Positive reviews (141)
  • 2376 students
  • Online and at your own pace
  • Audio: Spanish
  • Level: Beginner
  • 11 Lessons (1h 40m)
  • Available from the app
  • Spanish, English, Portuguese, German, French, Italian
  • Unlimited access forever
  • Certificate upon completion of the course

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.

About this 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 it for?

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

What you need

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


2376 Students
141 Reviews
91% Positive ratings
  • More reviews

Diego Giaccone

A course by Diego Giaccone


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

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Consumer Goods Packaging Design. A Design course by Diego Giaccone

Consumer Goods Packaging Design

A course by Diego Giaccone
Designer. Buenos Aires, Argentina.
Joined June 2017
  • 91% Positive reviews (141)
  • 2376 students