With this program you will be able to adapt the way of working to the constant digital and social advances to generate relevant messages for brands and products.
Far is the time in which the marks served only to indicate the functional characteristics of the products. Is history. The brands convey the values of our own image, Not just his own.
Branding helps us convey our own values. We make public our inclinations through the marks and that helps us to describe ourselves to the people with whom we relate. Brands help us to project our own image and use their products for it. Therefore the market, which determines which brands are valuable; Listening to the consumer is vital to the survival of brands.
After studying the market and defining what functional characteristics and what emotional benefits they contain, the brands must resign. Give up to generate a unique value proposition that defines and connects with your audience.
And the first points of contact to convey that value proposition are undoubtedly the Identity Design and Packaging Design.
From this reflection is born the Master in Branding and Packaging. From the need to explain one Guided methodology Teach me how Develop the most important applications for brands that want to succeed within this society and this changing market. The communication has changed radically in recent years and with it the methodologies and modes of expression of the brands. In this mastery you will learn How a brand is perceived By consumers in Applications as relevant to a company as are its own identity and packaging. Applications that should Hit in seconds, Stand out among its competitors and communicate to its consumers. We will learn to work from a Strategic basis, Transforming the value proposition into a Creative concept On which to build identity. We will design identity from its most primary elements such as typography or color. We will continue to the most relevant and exciting elements such as the logo, the visual system or all the applications where it materializes.
We will analyze and learn to create a unique product identity, to generate value through the packaging already Use the packaging as a communication tool. We will work the pack learning to design from the structure and the volume, to the graphic applied to the packaging. In the process of designing a sincere packaging, which clearly defines the advantages of the product, we will production, from materials, from sustainability, from simplicity, from transport and of personalization. Finally we will generate a global project, in which we will apply all the knowledge acquired, with the aim of preparing professionals for this new and exciting environment.
- To assimilate the conditioning of a design process within a real and professional context.
- To assimilate the theoretical and practical knowledge of a global identity and packaging project from conceptualization to production.
- Understand graphic design as a tool to convey strategic values and give answers to social and market issues.
- Learn each of the methodologies needed to create a good identity and packaging project. Practice from analysis, design and production to generate a complete project from a strategic point of view.
- Assimilate knowledge of materials, production systems, packaging systems, printing and quality systems.
- Master the presentation of a project of identity and / or packaging in a professional way.
The Master in Branding and Packaging is structured from the following thematic areas that are integrated in a transversal project that is developed over 10 subjects
Branding and Strategy
Study of the brand concept and its creation process. We will understand how it is a strategic process and how to understand a value proposition. We will analyze real cases of study of competence and referents. We will study brand architecture, the process of creating names and slogans and clarify what is and is not branding.
Identity - Conceptualization
We will move from strategy to creativity. We will learn how to transform a value proposition into a creative concept on which to build a solid, enduring and useful identity at all of its points of contact. We will understand the differences between corporate image and corporate identity and between logo and brand.
Visual Identity Design I - Design
Once we have assumed the theoretical concepts and methods of creating creative concepts, we will begin the design phase. We will learn about the different types of logos and how to build a visual identity. We will talk about one of the most important aspects in any field of graphic design, especially in the creation of identity: corporate typefaces.
Visual Identity Design II - Design
We will continue studying the elements that make up the identity: in this module we will learn about the visual systems, what types exist and will deepen in the flexible visual systems.
We will go to apply color, we will understand how to endow with meanings an identity through the chromatic range and the creation of color palettes.
We will see how a 360º identity is applied: offline (stationery, signage, uniforms, fleets ..) and online (web, RRSS, digital signatures ..) ..
Identity - Presentation and artefinalización
One of the most important moments in the design process is the presentation. If we want our project to be successful, we must present it in an excellent way: we will learn to construct a presentation convincing for our client as if it were a real professional project.
Once the creative phase is over, we will normalize our identity: what are the corporate manuals, what do they serve and how are they built?
Finally, we will learn how to finish our logo and symbol and generate a deliverable with all our standard identity.
Packaging: History and Strategy
We will study the evolution and history of packaging design.
We will learn, in the pre-design phase, to analyze the competition and market referents to draw useful conclusions.
We will give our product a unique identity that differentiates it. We will generate a creative concept that is consistent with the value proposition of our brand and at the same time be able to transmit the unique values of our product using the packaging as a communication tool.
Art Direction in Packaging: Photography and Illustration
It's not just what we say but how we say it. In this module we will talk about photography and illustration. We will know about professionals and related studies in these areas, we will analyze which languages are used depending on the category where we are.
Finally we will learn to decide if our project needs one of these resources and if so, how to define what style and aesthetics to choose.
Packaging Design I - Structural Design
Once the identity of our product is defined, we will move on to its physical construction. We will go from 2D to 3D, we will design packages with volume to understand the limitations and needs of the different materials.
We will learn how to design depending on the type of packaging we need for our product and we will see what types of packaging the market offers.
Packaging Design II - Graphic Applied to Product
Once we have studied the volume we will return to the applied graph. We will understand how to divide the messages into the different faces or different elements of our packaging.
We will see how to generate emotions in the process of unpacking and we will think about how to place the information according to the location of our product in the linear one.
Packaging - Production Method and Materials
We will study in depth the existing production methods. What systems are used and what are the advantages of each. We will talk about materials, inks, textures, finishes and we will know what limitations they have.
We will use the acquired knowledge to, in the future, be able to equip our packaging of values through the production processes.
We will learn to present a packaging project to our client, a phase as important as the design phase if we want our project to reach a good
Final Master's Work
In addition to exceeding the credits of the previous modules, all students must develop an Integral Master Project, consisting of a personal project of integral graphic design based on the contents taught in the course.
Ecodesign of containers and packaging. (Ecological products and packaging design)
Learn to create more efficient and sustainable packaging to promote good design and optimal use of materials.
Wine labeling design
Learn firsthand the specific methodologies of the oenology sector. The curriculum is structured in four modules.
The materials that make up the curriculum are distributed as follows:
|Branding and Strategy
|Visual Identity Design I- Design
|Visual Identity Design II - Design
|Identity, Presentation and Artefinalization
|Packaging: History and Strategy
|Art Direction in Packaging- Photography and Illustration
|Packaging Design I- Structural Design
|Packaging Design II- Graphic Applied to Product
|Packaging - Production Methods and Materials
|Final Master's Work
This Master's Degree is addressed to people who fulfill the following profile:
<li> Graduates in Communication and Advertising</li>
<li> Fine Arts graduates</li>
<li> Graduates in Advertising and Public Relations</li>
<li> Graduates in Audiovisual Communication</li>
In cases where the student proves previous higher education to a process of accreditation of university degree, the Academic Committee will evaluate the candidate's CV and portfolio and completed the curriculum, which must maintain a reasonable equivalence with existing studies degree the same area.
People who pass the program evaluation will obtain a double degree: Course at ESdesign - Superior School of Design Barcelona Course at the International University of Valencia, who credited them as professionals in the specialty studied.
<li> Communication Agencies</li>
<li> Branding and Packaging Agencies.</li>
<li> Companies that manage brands and products</li>