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Media & Strategy · MS elective · 3 credit hours · 16 sessions

Food & Beverage Branding

Designing for the food industry requires a mastery of sensory appeal. This course covers the end-to-end process of creating brands for food products and restaurants. Students will learn how to trigger appetite through color and texture, navigate complex packaging regulations, and design menus and environmental graphics that enhance the dining experience.

§ 01 By the end you can
  1. Utilize color psychology and typography to create "Appetite Appeal"
  2. Design structural packaging (bottles, boxes, wrappers) for shelf impact
  3. Navigate FDA/Regulatory standards for food labeling and nutritional facts
  4. Direct food photography and food styling concepts
  5. Create holistic restaurant branding (Signage, Menu Engineering, Interiors)
§ 02 Sixteen sessions

The whole semester.

  1. 01The Psychology of Flavor & Color
  2. 02Market Research: Trends in Food Retail
  3. 03Typography for Taste: Serifs vs. Sans
  4. 04Packaging Structure & Materials
  5. 05Regulatory Compliance: Labels & Facts
  6. 06The "Unboxing" Experience for Food Delivery
  7. 07Branding Artisanal vs. Mass Market Goods
  8. 08 · MidtermMidterm Examination
  9. 09Beverage Packaging: Bottle & Can Design
  10. 10Sustainable & Eco-Friendly Materials
  11. 11Restaurant Branding: Concept to Interior
  12. 12Menu Engineering & Layout
  13. 13Art Direction for Food Photography
  14. 14Point of Sale (POS) & Merchandising
  15. 15Mockup Techniques for Food Packaging
  16. 16Final Project: Product Launch or Restaurant ID

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Final Project: Product Launch or Restaurant ID

How it’s judged

Recommended reading
  1. Boxed and Labelled: New Approaches to Packaging Design by Klanten and Ehmann
  2. Dieline: Packaging Design Trends (Website/Annuals)
  3. Menu Design in America by Jim Heimann
  4. Gastronomy by Design by Giulia Garbi
  5. Designing for the Senses by Michel Wedel
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