Discover the creative process of a packaging design from the brief to the final art
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 will explain the theoretical basis of packaging design and show you how to work for retail brands, which will be sold in supermarkets and supermarkets, from a real brief and building an identity that makes it stand out in the linear in front of its competitors.
What's included in this course?
You will begin by getting to know more about Diego Giaccone's work and the projects he has carried out throughout his career at Sure.
Afterwards, it will guide you in a "brand safari", helping you to discover and define the existing trends in the market. This starting point will be essential to build a branding strategy and lay the conceptual foundations of your design.
You will 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 in the linear along with others in the same category.
And it will be time to create your own design. For this it is important to know how to understand the brief and find creative solutions to the client's problem. Giaccone will talk about the concept of "return to essence", a very used premise in Sure that seeks to rescue the nature of design: lettering, illustration, typography ...
Finally, Diego will explain how he prepares his designs to be sent to the press and that they are applied correctly in the packaging of the product he has designed.
What is this course project?
Following a real briefing, you will design the packaging of an innovative product that will market a traditional brand, making the design and preparing the digital originals for production.
Who is it aimed at?
To active designers or students, illustrators, marketing professionals and anyone who wants to immerse themselves in the incredible world of packaging design for consumer products.
Only basic design knowledge and a computer in which you have Illustrator installed are necessary.
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He 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; until he founded his own agency in 2004: Sure Brandesign.
He combines his professional work with a more didactic one that leads him to dictate 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 president of the jury of FIAP and jury of Wave Festival of Rio de Janeiro.