Packaging the Brand

This course aims to give you an insight into the packaging design process from initial research to developing brand concepts and the brand personality, through to the design concept, mock ups and presentation.

During the course you will look at the dynamic, intertwined, relationship between Packaging and Branding.

Packaging plays a vital role in forming part of a brands personality, the physical manifestation of the brand. The packaging is often a brand’s first point of contact with the consumer so it is the vehicle upon which a brand communicates its message. If you separate the brand from packaging design you are left with an empty container, some fonts & colours.

Topics covered
The course will consist of one project taken through each of the following stages to presentation with lectures, examples and exercises to highlight each area:
• Understanding the brief
• Target market
• Research
• Retail environment
• Naming and branding
• Category cues
• Point of difference
• Structure
• Materials and print techniques
• Pacing and coding
• Typography and front of pack layout
• 3D mock ups

Outcomes
By the end of this course you should have an insight into the design process and it's varied disciplines. You will understand how to create a brand and it’s packaging for the right market and how to visualise and present your ideas.

Who should take this course
Those with an interest in design and the world of packaging and branding. Anyone wanting to create and package a brand of their own.

Level
Beginners

Entry Requirements
An ability to articulate your ideas in any way you can.
A basic knowledge of Adobe Illustrator would be helpful but not essential.

Please note: This course is for students aged 18 and older