Consumer Goods Packaging Design
Know the premises
A course by Diego Giaccone , Designer
About the video: Know the premises
Overview
“In this lesson we will learn the great differences that exist between designing for a brand that has its own stores such as Havanna or Starbucks, or designing for a brand that will be in supermarkets. The brand of "own retail" does not compete with another brand, since people have already entered the store, but you have to seduce it. The "supermarket" brand competes with many brands and, depending on the category, changes the time of purchase choice with which people count. Other design codes are then used.”
In this video lesson Diego Giaccone addresses the topic: Know the premises, 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
“Well. once we thoroughly understood the brief with the client. i shared the innovative meetings we had with the innovation consultancy and the marketing team. Understanding the key distinction between brands that operate their own retail spaces versus those that do not is crucial. This means recognizing brands like Starbucks and Havana. which have dedicated stores where you purchase directly from them. rather than through third-party retailers. making the buying experience already knows they're entering a Starbucks or Havana store. So. you'll experience something else; these brands must ent...”
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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- 11 lessons (1h 40m)
- 12 additional resources (2 files)
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- Audio: Spanish, English, French, Italian, Portuguese
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- Level: Beginner
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