Master’s in Packaging and Visual Identity
- 100% online
- 60 ECTS
- Spanish
- 6100€
- April 2026
- 12 months
The design of a brand’s visual identity and its packaging must go hand in hand. In today’s consumption-driven environment, where competition and differentiation are increasingly demanding, we understand that a brand must become the organisation’s main asset.
We need to understand how a brand is built. This Master’s programme was created with the aim of training professionals in identity design, offering a contemporary vision of branding and the ability to turn ideas into reality through coherent, innovative experiences that connect with their target audience.
Our approach is that identity and packaging disciplines continuously feed into each other, forming the foundation for building coherent and memorable brands.
“In this Master’s, you will gain all the knowledge needed to build a brand, from strategy to visual identity, through packaging design, to achieve a coherent, memorable and innovative image.”
Why study the Master’s in Packaging and Visual Identity?
Identity and Packaging Design Approach. Build coherent, sustainable and memorable brands that connect strategy, design and emotion.
Workshops and Masterclasses Additional specialised sessions including: eco-design and sustainability, innovation and the latest packaging trends, and FMCG packaging.
Software Learning Environment Access to a dedicated software learning space with personalised support tailored to your level: InDesign, Illustrator, Photoshop. Includes Adobe Creative Cloud licence.
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Adobe Certification Certification as an expert in different Adobe Creative Cloud tools, with Adobe Certified Professional accreditation. Includes a support plan to prepare for the exam with specific guidance, tailored content for each software, and a resource library.
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Why study at ESDESIGN?
Our exclusive Welcome Plan brings together disciplines, offering a range of workshops and Adobe open classrooms specifically designed for each level, helping you integrate and strengthen your professional network from day one.
Students whose work achieves the highest grades upon completion will be selected to receive mentoring, scholarships, and to present their projects in prestigious competitions.
Guided learning, mentoring and continuous feedback provided by industry professionals who help develop your talent.
Connect with our community, take part in key industry events, and engage in activities and challenges.
Study Plan of the Online Master’s Degree in Packaging and Visual Identity
The Professional Master’s Degree in Packaging and Visual Identity consists of 10 modules, the Master's Final Project (MFP), 1 Spaces Open Classroom, 1 programme workshop, and 2 transversal workshops:
You will explore the essential pillars of branding, packaging and corporate identity. You will discover how a brand is conceived and built—from its purpose, positioning and reason why, to its graphic codes and visual elements—understanding what makes an identity coherent and recognisable. Through real case studies and practical exercises, you will develop a strategic and creative mindset capable of shaping solid and well-founded visual universes.
Faculty
VICENT ALMIÑANA, GRAPHIC DESIGNER, LECTURER AND CURATOR
Specialised in design history and visual communication, he combines teaching and curatorial work with professional practice as a graphic designer. Described by figures such as Jordi Pericot (design promoter) and Joan Costa (the “antenna man”), his career sits at the intersection of design history and theory, visual communication, and the relationship between art, design and society. His research focuses on the study of design pioneers and the preservation of their legacy, with a strong interest in design theory, reflection and critique.
You will dive into the strategic foundations that support any strong identity. You will work on the essence of a brand (its values, personality and tone of voice) and learn how to identify how it connects with its audience to build meaningful relationships. You will analyse the target audience in depth, as well as the sector context, its dynamics and trends. You will develop a critical perspective to understand what makes a brand strong and how to build a strategy that guides all design and communication decisions.
Faculty
ANNA DIVÍ, STRATEGY DIRECTOR AT FIRMA
With extensive experience in leading agencies such as Ogilvy, BBDO, DoubleYou and Dseed, she specialises in audience research, trend analysis and brand positioning. She has been a lecturer in digital marketing and project management at IMM and is the founder of Cooncert, a start-up focused on digital strategy.
You will learn how to create a strong visual identity for a brand, working on logo design, colour, typography, symbols and graphic systems with professional criteria. You will analyse how to maintain coherence across all elements to build a memorable and recognisable brand. This is a practical module where you will learn how to shape a brand visually from scratch and develop a visual system capable of expressing its personality.
Faculty
FERRAN BRETCHA, ART DIRECTOR AND GRAPHIC DESIGNER
After working at various agencies and renowned brands such as Folch Studio, Fuego Camina Conmigo, Mango and Penguin Random House, he launched his own studio in 2024. He approaches each project through an in-depth analysis of the brief to deliver a response that is both conceptually and visually relevant. He advocates for avoiding formulas or signature styles, ensuring that each project stems from an original concept shaped by its context and specific needs. With this methodology, he works across a wide range of projects, from creative and art direction to branding, visual identities, editorial design, web design and communication campaigns. He has collaborated with companies such as Estrella Damm, Marset, ING, Ajuntament de Barcelona, Mango, Penguin Random House, Elisava, Volkswagen, Batlleiroig, Olistic, Aigües de Barcelona and Orange, and has received numerous industry awards.
You will deepen your understanding of the graphic codes that shape a brand’s visual universe. You will work on graphic systems, iconography, photographic styles and applications, building a coherent and recognisable visual language. You will also learn how to create a brand book, compiling guidelines and usage rules to ensure consistency across all touchpoints. The goal is to develop a professional, clear and ready-to-implement visual proposal across multiple channels.
Faculty
TXELL CALVO, GRAPHIC DESIGNER AND ILLUSTRATOR
Specialised in visual identity and the development of all kinds of branding and packaging solutions, she believes that strong design is always rooted in a solid concept that gives meaning to every solution. She enjoys researching and diving deep into each project alongside the client to achieve optimal results that add real value. She strongly values dedication, commitment and attention to detail throughout the design process. She holds a degree in Graphic Design from Escola Eina and a postgraduate qualification in Circular Economy from UPC School / Universitat Politècnica de Barcelona. She has worked in several branding studios, including Morillas Brand Design, Estudi Gratacós, Coleman CBX, Garrofé Disseny, Tactica Gràfica, Coleyportes Bell London and Studio Cortés. She currently runs her own studio in Barcelona, where she has specialised in eco-design and sustainability.
Art direction is approached as a strategic and creative process capable of bringing coherence and strength to a brand’s visual elements. You will learn how to build proposals based on concept and storytelling, understanding that it goes beyond aesthetics. You will also learn how to present ideas to clients and adapt them across different channels, exploring the role of imagery and advertising photography. The goal is to create strong, memorable and impactful brands.
Faculty
CLARA DE SOUSA, CREATIVE DIRECTOR AND ART DIRECTOR
Creative director, art director, artist and lecturer with over 15 years of international experience across Lausanne, Amsterdam, London and Barcelona. Specialised in the premium and luxury sectors, she has extensive experience in visual communication projects for international brands, developing her practice through the fusion of design and art with a strong focus on experimentation and innovation. She holds a Master’s degree in Research in Art and Design from EINA and two postgraduate specialisations in Graphic Design and Packaging from ELISAVA. Over the past decade, she has taught at several universities (Elisava, LCI, IED and LABASAD), delivering courses in art direction, design innovation, graphic and communication design, as well as packaging design.
You will explore how a brand is translated into packaging design that communicates, differentiates and attracts. You will learn about the history of packaging, the strategies a product requires, and the narrative it must convey. You will analyse benchmarks and trends across different sectors to understand what works in the market. All of this will enable you to conceptualise a product, define its values and design packaging that captures the customer’s attention at the point of sale.
Faculty
MARC RIERA, GRAPHIC DESIGNER AND CEO OF GAMN DISSENY
He has worked in studios specialised in corporate identity, wayfinding, exhibition and museum design such as Signes and DPC. Since 2003, he has led his own studio, where he has established himself as a specialist in branding and packaging for the wine sector. Recognised in this field, he has combined his professional practice with teaching.
You will discover how to design packaging that is not only visually appealing but also functional and aligned with brand identity. You will analyse the requirements a product must meet in terms of transport, storage and usability. You will study the different types of packaging available on the market and learn how to select the most suitable option for your proposal. Finally, you will develop your own designs, considering form, function and communication. .
Faculty
ÍNGRID TORAN, CREATIVE DIRECTOR, BRANDING AND PACKAGING SPECIALIST AND CEO AT BLOU AND ROOI
Founder and Creative Director of Blou and Rooi, a design studio specialised in branding and packaging, recognised with Laus and Anuaria awards. She holds a degree in Graphic Design from Eina and has worked at leading agencies such as Morillas, leading projects for brands like Nike, Nestlé, Danone, Cumlaude Lab and Fedrigoni. She is currently General Secretary of ADG-FAD and combines her professional work with teaching in corporate identity, branding and packaging at various university institutions in Barcelona.
You will explore how graphic design can transform packaging into a strong and memorable visual identity. You will learn how to define a product’s look & feel through imagery, typography, colour and composition. You will work on content hierarchy and graphic resources that enable clear communication and attract attention on the shelf. The goal is to apply graphic design strategically to reinforce the brand’s value and personality.
Faculty
ADRIAN MARTOS, CREATIVE DIRECTOR AND GRAPHIC DESIGNER
Specialised in visual identity and creative direction, he develops strong narratives through impactful imagery and innovative ideas. He has worked with institutions and brands such as Generalitat de Catalunya, Ajuntament de Barcelona, Filmin, 3Cat, CANADA, ADI-FAD and Filmax, as well as on projects within the music industry. His work has been recognised with several ADG Laus Awards, including for the packaging project El otro pariente and the audiovisual piece Alto Cielo for artist Queralt Lahoz.
You will delve into structural packaging design, learning how to create both primary and secondary packaging that protects, optimises and enhances the product. You will study key technical aspects to ensure products reach consumers in perfect condition. You will work on shapes, dimensions, materials, opening systems, folds and protective elements, as well as strategies to reduce waste and facilitate recycling.
Faculty
SERGIO MARTOS CID, STRUCTURAL PACKAGING DESIGNER
With over 11 years of experience in the graphic arts industry, he has developed his career in companies such as Graphic Packaging, Vidal Bosch and Innovapack, where he currently works as a structural packaging designer. Specialised in the development of boxes and packaging solutions, he combines innovation and technical feasibility to transform client needs into production-ready solutions.
You will explore in detail the main production methods applied to packaging, understanding which systems exist, how they work and the advantages each one offers. You will learn about the most commonly used materials, inks, substrates and finishes, and how to select the most appropriate options according to product requirements. You will also discover their possibilities, limitations and how they influence the final outcome.
Faculty
NURIA GARCÍA, DIRECTOR AND FOUNDER OF I AM NURIA
A specialist in creative consultancy applied to print production, she supports creatives, studios and agencies throughout the entire process, from concept to execution. Her work focuses on finding innovative and sustainable solutions for each project, ensuring productivity, quality and feasibility in printed pieces.
A learning space focused on Adobe Creative Cloud software, where you will work with InDesign, Illustrator, Photoshop and Lightroom. You will have access to resources and exercises structured across three levels of difficulty: beginner, intermediate and advanced. You will be supported by a professional lecturer specialised in these tools. The course runs for 6 weeks, alongside the introductory workshop and the first module.
This workshop explores the key topics shaping contemporary packaging: sustainability, environmental responsibility and eco-friendly materials. You will learn design processes that minimise waste and promote the responsible use of resources. You will discover how brands can reduce their environmental footprint through eco-design. We will reflect on innovative solutions and real-world practices applied within the industry. A session designed to encourage conscious design and create value for the planet.
We will explore how brands are experimenting with increasingly innovative materials and solutions that go far beyond the design of a simple package. You will analyse the evolution of the packaging sector, emerging technologies and new sustainable approaches. We will also address the key challenges facing the industry and how companies are responding to create more efficient, responsible and impactful packaging.
You will discover the world of FMCG packaging guided by an industry professional. You will analyse current trends and the most effective strategies to design packaging that stands out on the shelf. You will understand how to capture consumer attention and drive commercial success. A practical masterclass to understand what makes packaging a truly winning product.
You will learn how to strengthen your business vision and transform a creative idea into a viable and sustainable venture. You will discover the key elements to turn projects into real opportunities, exploring areas such as strategic planning, resource management, market analysis and value proposition.
Faculty
MARIO SORRIBAS, CONSULTANT AND TRAINER IN BUSINESS STORYTELLING AND PERSUASIVE COMMUNICATION
Founder and Head Storyteller at Storytelling&Co., he specialises in the strategic use of corporate narratives as a communication tool. For over 10 years, he has worked with companies, organisations and institutions, helping them build authentic and emotional stories that connect with their audiences. He is also part of the Red de Consultores Totales, where he promotes the creation of purpose-driven, human and collaborative businesses that generate value and a sense of belonging.
You will explore the principles of Design Thinking, gaining a new perspective on collaborative design that places the user at the centre and rethinks traditional design processes. You will acquire the tools needed to develop new methodologies for creation and entrepreneurship, using recent creative techniques such as Manual Thinking, SCAMPER and lateral thinking.
Faculty
ÓSCAR GUAYABERO, CURATOR AND PARADESIGNER
He studied art and industrial design. His work spans the fields of design, architecture, communication, cultural management and social activism. He is also the author of specialised articles and books.
TOMOKO SAKAMOTO, CO-FOUNDER OF SPREAD
Architect, editor and designer of books on architecture and design at Actar. She has also designed and coordinated several exhibitions at the RAS exhibition space / bookstore.
In addition to successfully completing the credits of the previous modules, all students will be required to develop a Master’s Final Project, consisting of a project carried out in small groups within a defined theme and context. In this project, they will be expected to complete a full design project, covering all stages of development.
Deliverables will include mood boards, a preliminary proposal, a full executive project, photomontages or visualisations, as well as proposals for furniture, lighting and decorative elements, following the structure of a professional interior design project.
The Final Master’s Project will conclude with the presentation and defence of the project before a panel. The project must be fully resolved from all perspectives: conceptual, socio-cultural, formal, technical and managerial.
Included Licences
Everything you need to design, explore and experiment is included from day one.
Professional Certifications
During the Master’s, you will have the opportunity to certify yourself as an expert in different Adobe Creative Cloud software through the Adobe Certified Professional certification—an industry-recognised credential that demonstrates your proficiency in Creative Cloud tools and your core knowledge for careers in digital media.
In the Master’s in Packaging and Visual Identity, we will support you in preparing for certification in Visual Design with Adobe Photoshop Professional, Graphic Design and Illustration with Adobe Illustrator Professional, and Print and Digital Publishing with Adobe InDesign Professional. Throughout the programme, you will follow a structured support plan to help you succeed in the exams, including specific content for each software, a complementary video library, and guidance aligned with the tools used in class.
Who is the Master’s in Packaging and Visual Identity for?
The Master’s in Packaging and Visual Identity is designed for students who want to further their training in design, branding and packaging creation.
The programme allows you to experience the full process of creating and developing visual identity and packaging projects, combining strategy, creativity and brand vision to deliver innovative and sustainable solutions.
The training focuses on practical learning and strategic thinking, from concept definition and visual storytelling to project management and communication.
Graduates of this Master’s become specialists in identity and packaging, capable of visually shaping brand values and creating design experiences that connect with people.
Entry Profile
The Master’s in Packaging and Visual Identity is aimed at individuals interested in graphic language, brand identity and packaging design, who have an academic background or professional experience in:
- Graduates in Graphic Design
- Graduates in Fine Arts
- Graduates in Advertising and Public Relations
- Graduates in Audiovisual Communication
- Graduates in Industrial or Product Design
- Graduates in Architecture or Engineering with an interest in visual design
- Graduates from other fields who are working professionals with proven experience in design, supported by an academic CV and/or portfolio, and a strong interest in design
Career Opportunities of the Master’s in Design and Art Direction
Our Master’s in Packaging and Visual Identity has helped our ESDESIGNERS boost their professional careers:
- 63% of our students have developed new projects, products, action lines and/or strategies
- 48% of our students have improved their professional position
- 81% of our ESDESIGNERS report a significant strengthening of their knowledge
- 37% have changed jobs and, in many cases, also advanced their professional category
Thanks to the programme, they have learned how to create and manage packaging and visual identity projects, enabling them to develop professionally in the following roles:
- Brand Designer
- Brand Specialist
- Brand Identity Consultant
- Branding Manager
- Packaging Specialist
- Corporate Identity, Communication and/or Product Development Manager
- Art Director
- Graphic Designer
- Brand Communication Expert
- Freelance designer or packaging consultant
Qualification
Upon successful completion of the programme and after completing the required administrative procedures, you will receive the ESDESIGN Master’s Degree. In addition, you will have the possibility of obtaining a Lifelong Learning Master’s Degree from the Universidad Internacional de Valencia, provided that you meet the academic, documentation, payment and administrative requirements established by the institution.
To obtain this qualification, you must hold a prior university degree (Bachelor’s Degree, Engineering Degree or equivalent). In exceptional cases, if you do not hold such a degree but can demonstrate relevant professional experience in the field and have successfully passed the Master’s assessments, you will be awarded a Certificate from the Universidad Internacional de Valencia (VIU).
ESDESIGNERS REVIEWS
"I wanted to continue growing professionally and I saw a very comprehensive programme at ESDESIGN. At first, I was a bit apprehensive about it being entirely online, but I must say I am very happy and satisfied with how the school operates."
Eduardo Antolí
Student of the Master’s in Design and Art Direction
"The master’s has given me tools that I have been able to apply immediately in my role."
Jordi Fígols
Student on the Professional Master’s Degree in Commercial Space Design: Retail Design
"I have come all the way from Mexico exclusively for FESESDESIGN."
Paulina Tenorio
Student of the Master’s in Interior Decoration
"If I had to define my time at ESDESIGN in three words, they would be: Flexibility, professionalism, and communication."
África Almagro
Student of the Master’s in Fashion Brand Management and Creation
Proceso de Admisión
- Solicitud de información: completa el formulario de solicitud de información del máster de formación permanente.
- Asesoramiento: el equipo de admisiones te asesorará para comprobar que el máster es el adecuado para tu perfil.
- Documentación: presenta los documentos necesarios para tu admisión, CV, portfolio y fotocopia del título universitario.
- Evaluación: el comité de admisiones valorará tu perfil profesional.
- Admisión: te comunicaremos la resolución del comité, tanto si es positiva como negativa.
- Reserva de plaza: empieza tu experiencia como ESDESIGNER.
FAQs
Yes, the Master’s includes one workshop and two programme-specific masterclasses: the Eco-design and Sustainability in Packaging workshop, the FMCG Packaging masterclass, and the Innovation and Latest Trends in Branding and Packaging masterclass. It also includes two transversal workshops: the Industry Workshop and the Design Thinking Workshop. In addition, at ESDESIGN we live and breathe design, which is why we organise events and conferences with experts from each discipline.
The Master’s includes an Adobe Creative Cloud licence, which you will receive at the start of the programme.
At ESDESIGN, we adapt to your needs and offer different payment options:
- Full payment: 10% discount.
- Payment in 2 instalments: 5% discount.
- Financing in 12 interest-free instalments.