This poster presents a case study of a brand design course from a co-teaching experience of a design educator and a brand practitioner. Undergraduate design seniors in a Visual Communication Design program were introduced to principles and case examples of branding. During the first half of the course, project teams focused on the discovery and identification of design opportunities. In the second half of the course, each student explored and developed his/ her own brand design concept, resulting in a strategic and creative packaging design application. The exercises inspired students not only to approach a design project as an aesthetic and emotional expression but also to look to branding in a broader sense as a process for fostering innovation, unity, relevance, and clarity rather than a narrow view of persuasion, seduction, and consumption.