Practical workshops in which around 10 practical cases of different nature and category are resolved: from gourmet packaging to widespread consumption, from re-design to the creation of new packages, from eco-design to innovation. Some of these projects go deep in graphic design and art direction, others in structural packaging design. Each workshop is tutorized by a different professional that is expert of the field, who proposes the student a resolution of the case according to their usual working method.

Theoretical concepts and design tools

Theoretical-practical classes that complement each other with exercises to experiment and strengthen the taught contents.

• Introduction to packaging, history and present.
• Creative writing: naming and storytelling.
• Introduction to concepts of: calligraphy, signs and typography.
• Micro-typography and sign workshop.
• Typographic arrangement.
• Presentation techniques in public.
• Sketching, layout and modeling.
• Project management and valuation

Branding in the packaging environment

Theoretical classes that introduce concepts and contents that will be applied during the different design workshops

• Introduction to the planner and planning world.
• Strategic process and brand identity creation.
• Brand architecture: construction models of a brand.
• Construction of the brands in depth and shape. Brand vision and mission.
• Creation of the brand experience in 360º

Marketing. Communication and advertising strategy

Theoretical classes that introduce concepts and contents that will be applied during the different design workshops

• Consumer, company and market. Marketing as a business philosophy.
• Packaging as a business and communication strategy.
• The package as a product/market need.
• Packaging exhibition and advertising in the selling point.

Eco-design of packages and packaging

Theoretical classes that introduce concepts and contents that will be applied during the different design workshops

• Eco-design of packages criteria.
• Evaluation of the environmental impact of a package.
• Analysis of the circle of life of a product.
• Optimization of the resources in packaging design: weight and volume reduction, use of recycled material, packages reusing and recyclability.

Materials, packaging pre-printing and printing

Theoretical classes that introduce concepts and contents that will be applied during the different design workshops

• Materials for the packaging.
• Manufacturing systems and package creation.
• Pre-printing and printing systems.
• Quality controls.
• Labelling, marking and codification