BAA Design & Packaging

Prerequisites: Available after successful completion of BAA Level 2 certification.

Design & Packaging is an entry-level course that delves into the critical elements of successful brand design and packaging in the global drinks industry. It aims to provide students with a comprehensive understanding of both the theoretical principles and practical application of solid brand design, encompassing everything from compelling labelling and visual identity to crucial global legislative and sustainability considerations. All while emphasizing the importance of consistency and market differentiation.

What the Student Will Learn

This course provides a specialized, practical skill set essential for roles touching brand development and logistics. Students will be able to:

• Translate brand strategy into impactful visual design cues.
• Understand the sensory and functional role of packaging (e.g., glass weight, closure type, material choice).
• Navigate core legal requirements for labelling across major markets (e.g., mandatory warnings, ingredient declarations).
• Assess the sustainability impact of different packaging materials (e.g., PCR content, lightweighting).
• Manage the packaging design workflow, from concept brief to final print proofing.

Key Content Aspects Included

• Visual Identity: The psychology of colour, typography, imagery, and how they communicate brand positioning and price tier.
• Packaging Materials & Function: Glass, aluminium, PET, closures, and their impact on product integrity and cost.
• Regulatory Compliance: Understanding mandatory label elements (ABV, volume, origin, warnings) for markets like the EU, US (TTB), and UK.
• Print & Production: Introduction to printing techniques (e.g., screen printing, lithography) and quality control (QC).
• Sustainability in Design: Life Cycle Assessment (LCA) basics, the importance of recycling iconography, and communicating green claims ethically.

The Course Framework (The Design Specialist)

The framework for BAA Design & Packaging is focused on Creative Strategy and Technical Compliance. The assessment typically focuses on:

• Packaging Design Audit Project: Analysing an existing product's packaging against best practices, legal compliance, and sustainability metrics.
• Design Brief Creation: Writing a detailed, commercially viable design brief for a new product launch.