Packaging
Typography
Creativity
Eco-Design
Sustainability
Branding
GRAPHIC AND COMUNICATION
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MASTER’S DEGREE IN
PACKAGING DESIGN
MASTER AND POSTGRADUATE PROGRAMMES
MASTER’S DEGREE IN PACKAGING DESIGN
Start date: October and March.ECTS Credits: 60Language: SpanishQualification: Master’s Degree in Packaging Design, degree awarded by Pompeu Fabra University (UPF) and ELISAVA School of Design and Engineering of Barcelona.Schedule: Monday, Wednesday and Thursday, from 5 pm to 9.15 pm
The qualification of Master’s Degree in Packaging Design is obtained by:
- POSTGRADUATE DIPLOMA IN PACKAGING DESIGN AND STRATEGY From March to July
- POSTGRADUATE DIPLOMA IN GRAPHIC AND STRUCTURAL PACKAGING DESIGN From October to February
Programme Director
EVA MINGUELLABA in Graphic Design from Llotja school, and Diploma in Business Studies from the University of Barcelona. She began her career in Tandem DDB, followed by the study of Salvatore Adduci, and later at Morillas & Associats. In 1997 she founded EVA estudi, where she continues to work on corporate identity and packaging. She actively takes part in events and conferences concerning the packaging sector. Since 1997, she has combined her professional work with teaching. www.evaminguella.com
Entry Requirements
• Graduate in Design.• Professional or academic with proven experience in the fields
this course covers.
Net
http://packaging.elisava.nethttp://www.facebook.com/packaging.elisava
Presentation
Modern-day packaging needs call for professionals with the power to communicate—both formally and graphically—the attributes of a product. With the aim of training professionals whose design is nurtured in a sense of social and environmental responsibility, this master’s degree provides the right tools for conceptualising and developing comprehensive packaging projects.
This training uses graphic design as a communication tool. The ultimate goal is to help students reach a professional level through workshops and theoretical and practical knowledge on branding, typography, history of packaging, etc. Students learn how to create and develop a product from a strategy and branding perspective. They explore the right approach, analysis, design and implementation of a packaging project, detecting customer needs—especially when developing packaging design—and the pattern followed by various design teams to create a successful product.
The master’s degree also focuses on the structural design of packaging as a communication tool in the package, not from a technical standpoint, but in terms of form and communication. Students delve into eco-design to create more efficient and sustainable packaging, promoting good design and optimal use of materials.
The goal is to understand the factors affecting production and selection of a package for a specific product, its possibilities and materials.
Objectives
This programme’s main objectives are to:
• Study in depth the discipline of packaging, its history and the social factors it is currently conditioned by.
• Acquire a solid theoretical base of branding.• Know how a product is created and developed from a marketing
perspective.• Learn to plan and analyse, design and implement a packaging
project.• Detect client requirements and what they value when developing
a packaging design.• Discover the courses of action followed by strategists and
designers to achieve a successful product.• Discover the factors conditioning the production and selection of
a container for a certain product.• Identify the various types of packaging and their possibilities.• Discover the role that the choice of a certain type of container
may have in a product.• Find out how society and consumers influence packaging trends.• Provide students with specific knowledge of the materials the
packaging industry uses, container creation systems, pre-printing and printing, and quality control.
• Learn to create more efficient and sustainable containers which promote good design and optimal use of materials.
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Postgraduate Diploma in Packaging Design and Strategy
Start date: October.ECTS Credits: 30Language: SpanishQualification: Postgraduate Diploma in Packaging Design and Strategy, degree awarded by Pompeu Fabra University (UPF) and ELISAVA School of Design and Engineering of Barcelona.Schedule: Monday, Wednesday and Thursday, from 5 pm to 9.15 pm
Structure
1. Introduction to packaging, history and current situation 1.1. History of packaging. 1.1.1. Cultural and social origins of packaging. 1.1.2. Container types. 1.2. Aesthetics and analysis of trends. 1.2.1. The current status of beauty. 1.2.2. Pastiche and post-modern banalities. Kitsch. Camp. 1.2.3. Aesthetics of transgression and abjectness. 1.3. How do we shop? Brain and purchases. 1.3.1. The importance of the unconscious. The three brains within a brain. 1.3.2. How we see. Shape and colour. 1.3.3. Brand and the identity factor. 1.3.4. Order, symmetry and beauty.
2. Packaging. Design process 2.1. The strategic process of brand identity creation. 2.2. Architecture and brand. Brand extensions. 2.3. Creation of names, brands and nomenclature systems. 2.4. Design of corporate identity and product identity. 2.5. Creation of the brand experience in 360º.
3. Branding in the packaging sector 3.1. Packaging analysis. 3.2. Creative writing 3.3. Advanced typography. 3.4. Packaging legislation. 3.5. Layout. Techniques and systems. 6.6. The art of presenting in public.
Projects
Research projectsThey take place in the first part of course, and they are based on researching various types of packaging. Students will present their conclusions to the rest of the group so they can contribute to the educational side of the research.
ExercisesProduced by tutors on subjects such as typography, creative writing, packaging design, public presentation techniques, etc.
WorkshopsA total of six practical cases of packaging will be addressed during the course. The packaging categories range from gourmet to mass consumption, from redesign to the creation of new containers. Every workshop is tutored by a different professional, thus exposing students to various work methodologies.
In these workshops, lasting between 18 and 25 classroom hours, students must find solutions to the packaging cases presented, guided by their tutors and fellow course colleagues. The workshops encompass all the knowledge imparted.
Postgraduate Diploma in Graphic and Structural Packaging Design
Start date: March.ECTS Credits: 30Language: SpanishQualification: Postgraduate Diploma in Graphic and Structural Packaging Design, degree awarded by Pompeu Fabra University (UPF) and ELISAVA School of Design and Engineering of Barcelona.Schedule: Monday, Wednesday and Thursday, from 5 pm to 9.15 pm
Structure
1. Types of packaging 1.1. The container as a product/market necessity. 1.2. Packaging functions. 1.3. Types of packaging.
2. Structural packaging. Design process 2.1. The dimension of structural packaging. 2.2. Packaging design. The creation of shapes. 2.3. Expression in sketch. 2.4. Layout. Techniques and systems.
3. Product and packaging 3.1. The product 3.2. Composition. Container-contents interaction. 3.3. Lifecycle. Preservation.
4. Materials, pre-printing and printing of packagingManufacturing systems / Container creation / Pre-printing / Printing / Quality controls / Labelling, marking and coding / Cardboard / Paperboard / Corrugated cardboard / Paper / Rigid and semi-rigid plastic / Flexible packaging / Packaging with complex materials / Metal products: aluminium, plate and tin, aerosols / Glass.
5. Consumption. Marketing and packaging 5.1. Consumer, company and market. Marketing as a business philosophy. 5.2. Packaging as a business and communication strategy.
6. Advertising at the point of sale: packaging and interactionRetail dimensioning and use in relation to space availability and promotional requirements.
7. Eco-design of containers and packaging7.1. Assessment of a container’s environmental impact. 7.1.1. Analysis of a product’s life cycle. 7.1.2. Eco-design criteria of containers. 7.1.3. Reduction in weight and volume. 7.1.4. Use of recycled materials. 7.1.5. Reuse of containers. 7.1.6. Recyclability.7.2. Ecological products and design of their containers.7.3. Practical cases: Environmental assessment of examples of containers, environmentally-friendly ones, and containers with a huge environmental impact which are currently found on the market.
WorkshopsA total of six practical cases of packaging will be worked on during the course. The packaging categories do not merely concern graphics but also the shape. Structural packaging tasks involve working with various materials, and tasks are performed which focus more on eco-packaging. A task is also performed which deals with packaging and retailing. Every workshop is tutored by a different professional, thus exposing students to various work methodologies.
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Project tutors
ENRIC AGUILERA. Creative director of Enric Aguilera Associats. Art director. He has had a highly successful career in the packaging sector, working for clients such as: Grupo Carrefour, La Sirena, Gallina Blanca, Grupo Agrolimen, Bimbo, Minute Maid, etc. He has won numerous national and international design awards, and he has collaborated in design teaching tasks. www.enricaguilera.com
MARTÍN AZUA. Degree in Fine Art, specialising in Design, from the University of Barcelona. Postgraduate Diploma in Architecture and Design of Temporary Installations from the Polytechnic University of Catalonia. He combines this work as designer for different companies with experiments and research, which has been on display at personal and group exhibitions. He designed the medals for the 2003 Barcelona World Swimming Championship and the packaging for the 2012 Madrid Olympic Bid. www.martinazua.com
XAVIER BAS. As designer he has worked in the cultural, financial, design and food industries, among others. In 1998 he founded his own study, Xavier Bas Disseny, with a commitment to contributing to small and medium-sized companies’ innovation processes. Member of ADG-FAD Associationof Art Directors and Graphic Designers, and cooperating member of INNOVA Association for Organisation and Social Innovation. www.xavierbas.com
MARC CATALÀ. He founded Mucho in 2003 along with Pablo Juncadella, after working in Grafica (Madrid / Barcelona) and Pentagram (London). The interest in experimentation and eclectic vocation of Mucho allow him to work with small clients (Xocoa, Demano, Demasié, etc.) and multinational (Carolina Herrera, BMW, Random House Mondadori, Hachette Filipacchi, WHotels, etc.), and collaborate with cultural institutions and produce projects in different cities, including London, Barcelona, Paris, Madrid, Milan and Mexico City. www.mucho.ws
ENRIC DACHS. Industrial designer from ELISAVA. Industrial designer from the Escola del Treball school in Barcelona. Postgraduate studies in Project Management from the Polytechnic University of Catalonia. Founding partner and project director at the agency LluscàDesign in Barcelona, specialised in industrial design and product development. Lecturer collaborating in different subjects for ELISAVA and Esdi.
ION ELOLA. Graduate in Advertising Drawing (Llotja). His professional career includes: Tipos Creativos (San Sebastián), Columna Group (Barcelona), Cross Colours (Johannesburg), Tapsa (Barcelona) and Dimensión (San Sebastián). During his career, he has implemented advertising projects for Euskaltel, Caixa Galicia, Government of Catalonia, Kinesia, Vitesse, Samsung, Intermón Oxfam, Nutella, etc.
DAVID ESPLUGA. Creative director of Espluga+Associats. Graphic designer (Llotja) and industrial psychologist (University of Barcelona). After working in several studios and agencies, he founded his own communication studio in 1993. Espluga+Associats has won over 60 national and international awards, and in 2005 they were elected as the fourth member of the All Around Design alliance. He has been a member of the jury of several awards, and he is an Art Management lecturer at Eina School. www.espluga.net
ADRIÀ GUIU. He has a degree in Design and Engineering Design from ELISAVA and, following a career including Mobles 114, Miscel·lania and Ricard Salvadó Architects, in 2005 he founded, together with Iñaki Remiro, the study GR, a Barcelona-based design consultancy widely renowned in the areas of
products, furniture, home, lighting, packaging and display design. www.grlabstudio.com ÀLEX JIMÉNEZ. Bachelor’s Degree in Design, Technical Engineer in Industrial DesignandMsc. in Urban Design. His professional experience ranges from small design studies to technical offices in large companies, providing him with a broad knowledge of the industry. Founding partner of the study of product designNutcreatives. He has an interest in the world of design both from a practical and from a theoretical point of view. Because of this, he is currently focusing his studies on analysing the relations between public space, urban furniture and their users. www.nutcreatives.com PAU LLAVADOR. He has a BA in Sociology and has a diploma in Graphic Design. He has worked for different design studios, like Estudio Mariscal, and is currently working for his own studio, Tema, which has received the prestigious Lausaward.
JON MARIN. BSc. in Biology and MSc. in Industrial Ecology. He has experience as an environmental consultant and in project management, and he applies his knowledge of ecological systems to the world of design. Founding partner of the study of product designNutcreatives. He is a teacher of Eco-design, Bionics and Projects and is attracted to the dissemination of knowledge. He co-ordinates the sustainable design website www.resseny.blogspot.com and is the current chairman of o2Spain, the Spanish eco-design network. www.nutcreatives.com
PATI NÚÑEZ. She studied Graphic Design at Eina. After collaborating with several design and advertising firms, she founded her own company in 1985, specialised in corporate identity and packaging. She has been a lecturer at Eina, she has given conferences and workshops in numerous schools and Spanish and foreign universities. She has been a member of ADG-FAD since 1978. She has won eleven Laus Design awards, National Culture Award of the Autonomous Government of Catalonia 2006 and the National Design Award 2007. www.patinunez.com
EMILI PADRÓS. Master’s Degree in Industrial Design from Central Saint Martins School of Arts and Design, 1992-94 London. Industrial designer from ELISAVA. He has founded together with the designer Ana Mir,http://www.emilianadesign.com/Emiliana Design Studio obtaining numerous awards. He has participated in national and international collective exhibitions, workshops and conferences in New York, Sao Paulo, Saint Étienne, London, Stockholm, Amsterdam, Bologna, Madrid and Barcelona. www.emilianadesign.com
ALEXANDRE PIRARD. Industrial designer from Eina. Master’s Degree in Transportation Design. He works for BMW Munich. He is the founding partner of D-TANK, an industrial, product and transport design studio.
FRANCESC RIBOT. In 2006 he founded his own studio, Menage Design. He has taught for Eina, Bau, Icomi, Master’s Degree in Corporate Identity Design of ELISAVA, Pompeu Fabra University (UPF), Istituto Europeo di Design, and the Blanquerna Faculty of Communication Sciences. He has been given the Laus, BestPack and AIGA awards. www.menagedesign.com
ISAAC SALOM. He trained as a designer in the Industrial Design speciality at Esdi. He began his career at Josep Lluscà’s studio, Lluscà Asociados. He collaborated in André Ricard’s studio, Estudi Ricard, and finally at Novell / Puig Design as the department head for six years. In 2006, he founded his own studio, SalomStudio*, where he works on communication design and product design for several companies, such as Font Vella, Roca, Callaway and Alstom. He combines his profession with teaching tasks at ELISAVA and at the Istituto Europeo di Design. www.salomstudio.com
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GUILLEM VIRGILI MARQUÈS. He studied Industrial Design at ELISAVA. With grants from the DDI and Autonomous Government of Catalonia, he broadened his Product Design studies at the Istituto Europeo di Design in Milan. In January 1990, he joined COOB’92 as the manager of the design project of sport equipment and competition spaces. In 1997, he founded Estudi Virgili, a company focusing on corporate image and packaging. He has taught at ELISAVA, Eina and the Polytechnic University of Catalonia. www.virgili.com
Teaching staffJORDI ALMUNIBEATRIZ BARCOMIQUEL CAMPMANYJORDI DURÓMARTA MARINAURORA MICHAVILAJAVIER PEÑARAFAEL POZO PUÉRTOLASPEPÓN PRADES & DANIEL TANZERJORDI QUERJOAN RIERADEVALNICO RODRÍGUEZ BRASSÓAMÉRICA SÁNCHEZ
Guest lecturersCURRO CLARETSTEFANIA FARINAPEDRO MÉRIDAENRIC MURJOANA PÉREZ MARTORELLMILAGROS SACRISTAN SAN FELIPEPERE SERRAT PUIGPETRA SHIECKMARTA TENA LEÓN
Partnerships
ELISAVA alumni will benefit from a 10% discount on the total amount of the course. Members of the ELISAVA Professional Association enjoy a 15% reduction.
The teaching staff is likely to change according to reasons beyond the course programme. ELISAVA reserves the right to make changes in programming as well as the right to suspend the course two weeks before it starts if not reached the minimum number of participants, without further obligation of the amounts paid by each participant.
Master’s and Postgraduate Degree programmes schedules can be expanded according to the selected course activities (weekends included).
GRAPHIC AND COMMUNICATION
This area focuses on equipping professionals with the necessary tools for developing graphic ap-plications in any medium, enabling the communicator and the designer in the design of communication strategies and the effective ar-ticulation of messages in physical, digital and audiovisual mediums.
It is aimed at: design graduates, journalists, gradu-ates in Communication Sciences, advertisers, mar-keting, branding and naming experts, art directors, product designers, webmasters, graphic artists, ani-mation technicians, photographers, typographers and Fine Arts graduates.
MASTER’S DEGREE
Design and CommunicationBranding Graphic DesignPackaging DesignAdvertising Design and CommunicationDesign and Art DirectionDesign and Internet Web Project Direction Photography and DesignMedia Interactive Design
POSTGRADUATE DIPLOMA
Comic and IllustrationCourse in Apps DesignBrands, Core of CommunicationsInnovating through Brands Graphic Design Applied to CommunicationGraphic Design and Publishing ProjectsPackaging Design and StrategyGraphic and Structural Packaging DesignDesign and Communication StrategiesAdvertising Design and CreativityArt DirectionWeb Project Management and DesignDesign of Network Applications and ServicesPhotography and Design: Image and CreationPhotography and Design: Space, Media and Broadcasting
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