Consumer Goods Packaging Design
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Discover the creative process behind 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 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.
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.
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