The aim of this course is to provide students with theoretical and practical knowledge of brand identity development, brand positioning, and packaging design processes. The course examines brand strategy, visual identity systems, consumer behavior, communication functions of packaging, sustainable design approaches, and the impact of digital technologies on branding. Throughout the semester, students develop a comprehensive branding and packaging design project for a real or fictional brand.

The course covers branding concepts and management, brand identity and corporate identity systems, target audience analysis, brand strategy development, principles of packaging design, materials and production processes, consumer psychology, sustainable packaging design, user experience, shelf communication, digital transformation, and AI-assisted branding applications. Theoretical lectures are supported through practical design exercises.