Consumer Goods Packaging Design
Brief and innovation meetings
A course by Diego Giaccone , Designer
About the video: Brief and innovation meetings
Overview
“In this lesson we will see and understand a real brief, which the client gives us so that we can work. How to refresh a traditional brand without losing its essence, but developing new projects, arising from meetings with the innovation team. The design also consists of being able to modify the product, its coverage, the color of the cookie, the filling.”
In this video lesson Diego Giaccone addresses the topic: Brief and innovation meetings, which is part of the Domestika online course: Consumer Goods Packaging Design. Discover the creative process behind a packaging design from the brief to the final art.
Partial transcription of the video
“"Brief" and innovation You already know me, I already introduced myself, I presented the study and what is our methodology. Now we are going to get fully into our project. The project we are going to develop is a brand for Havanna. First, I'm going to tell you what Havanna is. Havanna is a traditional Argentine brand, from Mar de Plata, pioneer in alfajores. Everyone knows the alfajores, but for other countries I remind them they are layer of dough and caramel dipped in chocolate. It is a very traditional Argentine brand, deeply rooted in people's hearts, you need to innovate. So our contri...”
This transcript is automatically generated, so it may contain mistakes.
Course summary for: Consumer Goods Packaging Design
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Category
Design -
Areas
Advertising, Branding & Identity, Creative Consulting, Packaging
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.
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- 4,076 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
