Brand Design and Management: Food, Wine and Tourism

Master Courses - Florence

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6th edition - What does it mean to create and manage a brand in the food industry? How to market a wine company and work on its identity? How to integrate tourism in all of that?

From branding techniques to service design, the goal of the Master course in Brand Design and Management: food, wine and tourism is to help students and young professionals to develop their skills as future Managers of the horeca industry, integrating food wine and tourism into lifestyle offers.
The course, held in Florence and Barcelona, provides transversal skills in service design applied to hospitality and tourism, understanding the different points of view of the two different cultures.

Catalunya and Tuscany built their branding strategies on the territoriality value as a key for global distinctiveness. Thanks to this Master, students have the possibility to experiment the different branding and project management methodologies that two of the most important touristic destinations in Europe successfully use.


  • Start date
    January 2022
  • Duration
    11 Months
  • Attendance
  • Language

Get an insight: learn more about Master's activities

Target - This Master is aimed at students and young professionals willing to develop a strategic, creative and managing approach to their passion for food, wine or tourism.

Professional Opportunities - The goal of this Master is to implement and strengthen the skills required to take on strategic roles in tourism, food and wine based brands. The Master is also designed to train professionals in the construction and management of formats/services in hospitality, as well as communication experts in the Food & Wine sector.

Methodology and structure - Hands-on approach and design thinking methods are used as keys to immerse students into real cases and face the experience of professionals, companies, brands that are shaping the market of restaurants, wineries and hospitality. The industries related to tourism, food and wine are deeply connected to customers and their needs..A strategic planning needs analysis ability and critical creative thinking applied to a Brand Design Project.

The Master course is highly interactive: a continuous and substantial participation from students is required. Classes are combined with seminars, conferences and workshops held by international and world famous specialists. Visits to local realities and the participation to events of the industry are part of the study plan to show students the best practices of institutions, companies and brands related to tourism, food and wine. 


Remarkable is that teacher who accomplishes himself what he teaches to others.
(Italian proverb)

IED faculty are professionals that daily face the market. Here you can read their bios.

Ilaria Legato - Course coordinator

Ilaria Legato - Course coordinator
She is a professional specialised in brand and communication design in the food wine and tourism sphere for clients in the Florentine Restaurants world. She works with Food Design advisory and Management studio in Milan created by the Italian Food Designer Paolo Barichella, an initiative focusing on national and international food and design projects.

Marc García i Fortuny - Course Coordinator

Marc García i Fortuny - Course Coordinator
Member of the advisory board of the Re-think Service Design Festival in Milan, and in charge for the service design content of the Design the Restaurant Experience programme by Barcelona Centre de Disseny and Plate Selector since its first edition. His work focuses both on the user needs and the business processes and capabilities, from opportunities to implementation, always with a critical perspective. He has been working in sectors such as healthcare, hospitality, food and wine, sports, environment and mobility among others, both locally and at European level. 

Luca Scarlini

Luca Scarlini
Writer, Essayist, Performance Artist. Teacher at Holden School, IED and Venice University. He worked with many theatres and dance companies, included Societas Raffaello Sanzio, Fanny & Alexander, Motus. He is the voice of the radio program Museo Nazionale, Radio 3 Rome and wrote many books about art, loss, thefts and history among which Il Caravaggio rubato, Siviero contro Hitler, Vita di un’opera d’arte: La Marchesa Casati and Ziggy Stardust: la vera natura dei sogni.

Andrea Tommasini

Andrea Tommasini
President, CEO and Founder of Soul To Soul, a tour operator built on over 25 years of working experience in tourism and communication, a trade mark of Lucky Time Group. The idea behind this business is the development of a new perception of tourism based on personal experiences and valorization of the five senses.

Claudia Gelosa

Claudia Gelosa
Claudia is specialized in Marketing and Communication, having developed her skills as the Advertisement and Communication Director for several national and international brands in the fashion, sportswear and accessories field. Since 2003 she is actively involved in the Archea Associates Architecture where she became Press Release and Event Coordinator until 2005. Currently Claudia follows several press release projects for design studios, fashion and architecture brands.

Gian Arturo Rota

Gian Arturo Rota
During his studies in humanities, Gian Arturo met Luigi Veronelli, father of the modern Italian food and wine culture, and started collaborating with him: they have been working together for 20 years. Specialized in food communication, publishing and critics, he wrote the book Luigi Veronelli – Life is too short for bad wines Giunti/Slow Food Editore with Nichi Stefi and cured the exhibition Luigi Veronelli – walking the earth.

Jürgen Salenbacher

Jürgen Salenbacher
He currently teaches in Barcelona, Luzern, and Stockholm. He is a facilitator and coach with extensive experience in education, design and business. He is also a specialist in design, branding and the creative economy, about which he wrote his first book Creative Personal Branding (2010). Previously, he was Academic Director of IED Barcelona and Director of Strategy of Global Healthcare. His passion is to bring together his business and design experience with his expertise in coaching to help teams understand their motivation and personal development. 

Manuela Gabbai

Manuela Gabbai
Her field of expertise is mostly within the food and wine industries and since 2016 she has shifted her interest also towards luxury tourism. In her career path she has been focusing on marketing strategy, storytelling and public policy working as a strategy consultant for companies as well as the public sector, for example with Danone, Mukki latte, ECV group, Italian Association Cities of Wine. From 2016 she has been appointed to start up and develop a digital project on luxury tourism to explore new and original paths in Tuscany. In 2019 she co-founded KIVU Skincare.

Cinzia Spatafora

Cinzia Spatafora
Hospitality Manager with a long experience in managing touristic resorts. Graduated in Economics of Tourism, she deals mainly with rebranding projects for touristic resorts and with start up activities in the tourism field.

  • Syllabus

    • Marketing area - Florence

      The module introduces participants to tourism seen as a field for the application of marketing theories. Peculiarities and general principles of the discipline are explored together with symbolic and practical elements: from the tourist experience and cultural value to the constraints related to seasonal and weather conditions that would require a radically different approach in comparison to the traditional industrial and service sectors.

    • Brand and Communication area - Florence

      The module faces brand building and promotion. Participants are guided through a theoretical and design process that is able to define the strategies needed to achieve the objectives defined in the design process. The course introduces Brand Design and its role in the creation and promotion processes. With this module, participants acquire the skills needed to manage the value of a brand enhancing the brand experience offered to the public.

    • Public Relations and Press Office area - Florence

      Study of public relations and events as communication tools that increase brand awareness. Students are asked to work on content management, digital PR, and online brand reputation management, including crisis management. This section describes future technology scenarios, in particular regarding the growth of mobile applications: geolocation and users profiling, innovation in payment systems and new platforms for peer-to-peer trade and social lending, gamification, new search tools and online assessment.

    • Design Thinking and Project Management area - Barcelona

      The focus of this section is to learn different techniques and methodologies of Design Thinking applied to specific topics in services related to tourism, food and wine field. The aim is to explore the relationship between design and management, and the acquisition of lateral thinking skills in facing projects and problems. The module is structured in units such as: design research, trends research, design strategy, business innovation, project management and financial fundamentals.

    • Service Design area - Barcelona

      Service Design in hospitality is the activity of planning and organising people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between service provider and customers. The purpose of service design methodologies is to design according to the needs of customers or participants. The module is structured in units such as: service design methods, UX_user experience design, anthropology and tourism.

    • Final Project

      The Final Project is a complete brand report based on partner companies’ parameters or a personal brief approved by IED scientific committee. Students present their projects to the partner companies and start the selection process for the internship.