Laura Evans – The Brand and Packaging Design Course

1. Introduction to the Product/Course

The Brand and Packaging Design Course, curated by Laura Evans, is a specialized program meticulously designed to empower brand designers with the expertise to master agency-level processes, craft iconic product-based brands, and significantly boost their revenue streams. Since its inception in 2020, the course has garnered the participation of over 300 students, each seeking to delve deep into the nuances of packaging design. Laura Evans, often hailed as the “Packaging Queen,” brings to the table over a decade of industry experience complemented by a Master’s degree in packaging. Her profound knowledge and hands-on experience have been instrumental in shaping a curriculum that seamlessly blends practical packaging technicalities with strategic design theories and agency-standard project processes. This holistic approach ensures that designers not only grasp the creative facets of packaging but also the technical and strategic aspects, positioning them to deliver comprehensive branding solutions.

2. Goals of the Product/Course

The Brand and Packaging Design Course is anchored on several core objectives:

• Master Agency-Level Processes: Equip designers with the methodologies and workflows synonymous with top-tier agencies, ensuring they can execute projects with precision and professionalism.
• Create Iconic Product-Based Brands: Empower designers to develop brands that are not only visually appealing but also resonate deeply with target audiences, fostering brand loyalty and recognition.
• Increase Revenue: By expanding their skill set to include packaging design, designers can attract higher-value projects, thereby enhancing their earning potential.
• Build Confidence in Packaging Projects: Demystify the complexities associated with packaging design, allowing designers to approach projects with assurance and creativity.
• Expand Skillsets: Introduce designers to advanced packaging design techniques, enabling them to diversify their offerings and cater to a broader clientele.

3. Content Overview or Modules Breakdown

The course is meticulously structured into six comprehensive modules, each targeting a pivotal aspect of brand and packaging design:

1. Module 1: Introduction to Packaging Design

   This foundational module delves into the significance of packaging in branding, exploring how packaging influences consumer perceptions and purchasing decisions. It also covers the evolution of packaging design and its role in modern marketing strategies.

2. Module 2: Packaging Materials and Production Techniques

   This module offers an in-depth exploration of various packaging materials, their properties, sustainability considerations, and production techniques. Designers learn how to select appropriate materials that align with both brand aesthetics and functional requirements.

3. Module 3: Design Principles and Branding

   Focusing on the integration of core design principles with branding strategies, this module guides designers in creating cohesive and compelling packaging that aligns seamlessly with brand identity and appeals to the target market.

4. Module 4: Agency-Level Processes and Workflows

   This module unveils the processes and workflows adopted by leading agencies, including project management techniques, client communication strategies, and collaborative approaches that ensure efficiency and excellence in project execution.

5. Module 5: Advanced Packaging Design Techniques

   Here, designers are introduced to innovative design techniques and current trends, learning how to incorporate them into their projects to create cutting-edge packaging solutions that stand out in the market.

6. Module 6: Building a Profitable Design Business

   This concluding module provides insights into pricing strategies, client acquisition, and business development tactics, equipping designers with the knowledge to build a profitable and sustainable design business.

In addition to the core modules, the course offers a plethora of supplementary resources designed to enhance the learning experience:

• Optional Design Brief: Practical exercises that allow designers to apply learned concepts in real-world scenarios, reinforcing their understanding and skills.
• Chat GPT Placeholder Copy Guide: A guide to crafting compelling copy for packaging, ensuring that the textual elements complement the visual design.
• Print-Ready Swatch Template: Tools to ensure accurate color representation in print, maintaining design integrity across various mediums.
• Client Content Notion Template: A streamlined template for managing client content, facilitating efficient project workflows.
• Pricing Calculator and Training: Tools and guidance to help designers determine appropriate pricing for their services, ensuring profitability.
• Contract Watchouts: Key considerations to protect designers’ interests in client contracts, safeguarding their business dealings.
• Notion Quote and Questionnaire Templates: Templates designed to facilitate client interactions and project onboarding, ensuring clarity and professionalism.
• Optional Exercises, Quizzes, and Workbook: Additional resources to reinforce learning and assess understanding, allowing designers to track their progress.

4. Benefits of the Product/Course

Enrolling in the Brand and Packaging Design Course offers a multitude of benefits:

• Comprehensive Skill Development: The course provides a deep dive into both the creative and technical aspects of packaging design, ensuring designers develop a well-rounded skill set that enhances their professional capabilities.
• Increased Confidence: By demystifying the complexities of packaging design, the course builds designers’ confidence, enabling them to tackle complex projects with assurance and creativity.
• Enhanced Portfolio: Through practical exercises and real-world applications, designers can build a diverse portfolio that showcases their ability to create compelling packaging designs, attracting higher-value clients.
• Networking Opportunities: Access to a vibrant community of fellow designers allows for collaboration, feedback, and inspiration, fostering a supportive learning environment.
• Direct Support and Feedback: Students receive 1-on-1 portfolio reviews, design feedback, and pricing guidance, ensuring they refine their approach and maximize their potential.
• Exclusive Access to Resources: Students who pay in full gain immediate access to over 40 training sessions and expert guest lectures, offering invaluable industry insights.

5. Target Audience for the Product/Course

The Brand and Packaging Design Course is tailored for a diverse audience, including:

• Brand Designers: Professionals who want to expand their skill set by incorporating packaging design into their services and elevating their work to an agency standard.
• Creative Directors and Studio Owners: Those looking to refine their processes, offer high-value branding solutions, and scale their business.
• Freelance Designers: Individuals seeking to differentiate themselves in the competitive design industry by adding packaging design to their expertise.
• Web and Graphic Designers: Designers who wish to transition into branding and packaging design to offer a more comprehensive service to their clients.
• Design Enthusiasts: Anyone passionate about branding and packaging, eager to learn industry best practices, and advance their career in design.

6. Conclusion with a Summary

The Brand and Packaging Design Course by Laura Evans is an industry-leading program that bridges the gap between brand identity and packaging design. With a curriculum meticulously crafted to provide in-depth knowledge, practical experience, and business strategies, this course ensures that designers can create packaging that not only looks stunning but also aligns strategically with brand values and consumer expectations.

By covering fundamental and advanced topics—ranging from material selection and production techniques to agency workflows and business growth strategies—the course arms designers with the skills and confidence needed to excel in the competitive field of packaging design. Additionally, access to invaluable resources, hands-on assignments, and a community of like-minded creatives makes this course a holistic learning experience.

Whether you’re an established designer looking to refine your skills or an aspiring creative aiming to break into the packaging design industry, this course offers the tools, insights, and mentorship necessary to transform your career. Enroll today and take your branding and packaging expertise to the next level.

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