The Packaging as a Weapon of Mass Seduction

It is a different vision of packaging design for the own-brand, a segment that is increasingly important and with greater opportunities for innovation.

Request information

It is a different vision of packaging design for the own-brand, a segment that is increasingly important and with greater opportunities for innovation.

Duration // Schedule

From July 15 to 19 (25 hours) // From 9 a.m. to 2:15 p.m.

Teaching staff

Paco Adín

Material necessary

Laptop with design programs (Illustrator + photoshop)

This Summer School course's deals with a different vision of the packaging design for the own brand, an increasingly important segment with greater opportunities for innovation How to face the challenge of designing packaging for own-brand products.

Until recently, the own-brand was the ugly duckling when it came to packaging design. Nowadays, its definition has radically changed and designing for a retail brand is an opportunity to innovate and differentiate in the market. In the workshop we will learn to tell stories through packaging and practice with techniques that will help us to conquer the hearts of consumers. Personality, honesty, sense of humor or simplicity are key aspects to create an emotional packaging that connects and strengthens ties with our target.

Aimed at

Professionals, people interested in the world of packaging, designers, graphic designers, artists, illustrators.

  • Discover the secrets of the packaging of the new own brand.
  • Learn how to create a storytelling for your own brand.
  • Design innovative own-brand packaging projects.
  • Practice, practice and practice.

The workshop is divided into five modules where we will carry out a new project every day.

  • Module A: The attitude
  • Module B: The sense of humor and entertainment
  • Module C: Sincerity and honesty
  • Module D: Activism Module E: Inspiration
Contenidos del curso

The workshop is divided into five modules. We will approach the packaging projects we carry out from different work approaches based on:

    The attitude. Defining personality is essential to build an attractive discourse that connects with your target. The packaging must reflect an attitude that makes our audience see it attractive, different and desirable.
    The sense of humor and entertainment. Humor moves mountains, so do not forget that a smile is an infallible weapon to conquer consumers.
    Sincerity and honesty. Clients have very little time to decide their purchase, so do not waste their time. Design with clarity, honesty and transparency. Do not try to look like what you are not.
    Activism. Packaging is an opportunity for brands to position themselves and fight for different social causes such as equality, inclusion, the environment, etc.
    Inspiration. A film, a painting or a song are perfect to inspire a packaging design. The inspiration is somewhere out there.

Paco Adín

This is Paco Adín, graduate in Advertising, Graphic Design and Marketing at the University of the Basque Country. I am a founding partner and the creative director of Supperstudio, a contemporary packaging agency. I have worked and I work for brands such as El Corte Inglés, Eroski, Pascual, Starbucks, La Gula del Norte, Vivesoy, Chocolocuras, Young & Beautifood, among others. During the last years, many of our packaging jobs have won awards such as D&AD, Pentawards, FabAwards, Bestpack, Liderpack, Laus, El sol, Anuaria, El Chupete, etc. I combine my work at the head of Supperstudio with conferences, workshops and classes in the Master of Marketing (UPV-EHU)

My life runs between the skewers of Bilbao and the tapas of Madrid. And in summer I watch life go by in Mallorca. I am Basque, I have a Mediterranean soul and I practice 'happypackaging'.

We use our own and third-party cookies to improve your experience.

If you continue browsing, we consider that you accept our

cookie policy