Master in Branding and Packaging Design

In this first module, students will gain a holistic view of brand design, the areas it involves and the key aspects of its creation and management from a design and strategy perspective.

• Brands, companies and the brand design business; the role of social brand design.
• Understanding the company and the brand: types of companies, stakeholder map, strategy and objectives, types of brands, positioning, brand history, brand audit.
• Observing the user and the context: empathy map and user persona, journey map and insights, consumer trends, benchmarking of competitors and references, market trends and cross-category trends.
• The creative process of brand design.
• Ethical, conscious and responsible branding. Role of the design professional.
• Application of AI in strategic research for detecting trends and creative opportunities.

In this module, students will learn in a theoretical and practical way to understand the purpose of a brand, work on its DNA and brand idea, and extend this to a brand manifesto. They will also look at the different types of brand architecture.

• Brand DNA: mission, vision, values, purpose, attributes and personality, archetypes.
• Brand idea: methodology for its creation, creativity workshop and creative territories, conceptualisation tools and brand manifesto.
• Brand architecture: types and creation of scenarios.
• Use of AI tools to enhance innovation and creativity in the conceptualisation of the brand idea.

This module focuses on visualising brand DNA, conceptualising a brand from the briefing and learning about the methodology and process of brand naming. It also delves into lettering specifically created for brand design.

• Visualisation of brand DNA.
• Conceptualisation and visual creativity.
• Lettering.
• Naming.
• Graphic production.
• Materials and finishes.
• Exploration of key visuals using AI.

This fourth module delves into the specific knowledge and techniques needed to prepare public presentations and work on personal branding.

• Presentation of a branding project.
• Personal branding.

This block delves into each of the visual elements—brand, typography, colour, images, illustration, icons, movement, UX, and UI—involved in creating a brand system.

• Brand: logo, symbol, isotype, isolog.
• Art direction.
• Visual style.
• Typography.
• Colour.
• Images.
• lllustration.
• Icons.
• Motion.
• Introduction to UX, UI.
• Use of generative AI tools.

In the sixth module, you will learn how to plan, extend and standardise the design of a visual brand system across different points of contact with people and stakeholders.

• Evaluation of points of contact.
• Development and planning of brand extension.
• Design at different points of contact.
• Creation and application of the brand manual.
• Exploration of immersive experiences.

Five specific workshops to understand different competitive environments and apply the methodologies, tools and knowledge acquired to consolidate them in a practical and experimental way.

• Large company brand – redesign.
• Small business brand.
• Brand for innovation – digital product.
• Brand with lettering.
• Brand in motion, social brand – FPP.

Each student will develop a Final Postgraduate Project (FPP) that will delve into the strategy, conceptualisation and design of an innovative brand with the aim of creating a positive impact on society. They will follow the methodology and creative process taught during the programme and defend it before a panel.

• FPP structure.
• Group and individual follow-up tutorials.

This first module provides a holistic view of what packaging design means and how it is constructed as a key element of brands.

• The creative process of packaging design.
• Strategy and brand experience applied to packaging.
• Benchmark: analysis of the competition.
• Points of contact beyond packaging.
• Ethical, conscious and responsible packaging. Role of the design professional.
• Incorporation of sustainability and innovation criteria.
• Application of AI for user research and benchmarking.

Packaging, like many other sectors, is undergoing a period of change. This module reflects on the future of packaging, taking into account the trends that surround us: new habits, new channels, new technologies and the impact of AI on the creation and management of packaging.

• Consumer and packaging trends.
• Research techniques and methodologies.
• The future of packaging: new technologies and AI.
• Integration of AI tools for material analysis and 3D visualisations.

Through theoretical and practical sessions on the different key creative tools involved in packaging construction, you will learn how to create a big idea, master mood board visualisation and work on art direction for packaging design.

• Big Idea: conceptualisation and creativity.
• Mood board: research and creative approach.
• Art direction: from concept to visualisation, graphic visual system, illustration, and photography.
• Typography: possibilities in packaging.
• Illustration: styles and application.
• AI applied to rapid sketching, volumetric ideation, and conceptual development.

Through practice, this module delves into the different technical tools involved in packaging construction, providing specific knowledge of computer software, as well as understanding the possibilities in terms of final artwork, materials and finishes.

• Photoshop applied to packaging.
• Illustrator specifically for packaging.
• Graphic production: process, techniques and final artwork.
• Materials and finishes. Synergy with the BAU biomaterials workshop.
• Introduction to the use of Blazer for structural design.

In this module, students will be introduced to the world of eco-design applied to packaging in order to holistically incorporate sustainability into packaging design.

• Fundamentals of sustainability, life cycle and improvement strategies.
• Qualitative environmental analysis of packaging.
• Design research incorporating the environmental vector.
• Creativity and conceptualisation.
• From sustainability to practice.

This block of content delves into the process of creating a volume design: concept, uses, shapes, materials, textures, colours, usability, etc.

• Volume: benchmark from a volume perspective.
• Usability: user-centred research. Accessibility and universal design.
• Creativity and conceptualisation: from idea to reality.
• Simulation of volumetric structures, materials and finishes.

Five specific workshops taught by renowned professionals, covering everything from the briefing to the creative solution in five different areas. Each workshop takes as its starting point a different sector in which the project is developed. Thanks to the workshops, students will understand different competitive environments and will be able to apply the methodologies, tools and knowledge acquired during the postgraduate programme to consolidate them in a practical and experimental way.

• Niche perfume packaging.
• Sustainable packaging.
• Experimental packaging.
• Illustrative packaging.
• Packaging for innovation – FPP.

Each student will develop a Final Postgraduate Project (FPP) that will delve into the strategy, conceptualisation and design of a packaging project. They will follow the methodology and creative process taught during the programme and defend the project before a panel.

• FPP structure.
• Group and individual follow-up tutorials.