The Session: Exploring the Package Design Process – Join Michael Osborne as he takes an in-depth look at the evolution of package design. Showcasing the final project from his “Packaging 4” class at the Academy of Art University, San Francisco, Michael takes you step by step through the development of a comprehensive branding and package design system for a fictitious large retail store. It’s a fascinating glimpse into the creative minds of his students – who also happen to be the next generation of package designers.

In Detail: This course focuses on the launch of a retail private label store brand and category-specific sub-brands, with the goal of designing product-packaging systems for each. The project scope includes market analysis and research, development of brand and sub-brand names, logos/logo¬types, and the development of 3-D product line packaging across multiple categories throughout a theoretical retail store. The class is divided into 4 groups of 4 students each working as a team throughout the semester. The 4 teams, while working individually on the same project, develop unique written design strategies detailing their approach to the project objectives.