Master in Brand Design and Management: food, wine and tourism

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Master in Brand Design and Management: food, wine and tourism

Edition: 6

Language: English

Duration: 11 months

Start Date: January 2023. * January 2023 at IED Firenze + September 2023 at IED Barcelona

Schedule: Full time

Credits: 60

Biada 11; 08012 Barcelona, España

Price: €20,100 (Enrolment fee €3,000 + tuition fee €17,100).
Find out more about our payment options and special conditions.


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 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.

Master Food, Wine And Tourism


– The Master’s main goal is to encourage the development of professional proficiency by implementing an active approach based on “Learning by doing” that blends expertise and listening skills through both practical and theoretical methods related to “Design Thinking”.

– The aim is also to train strategy and communication experts in identity-building and values related to brands in the food, wine and tourism industry.


In-classroom theoretical learning is followed by project practice through group activities coordinated by professionals and experts.

Hands-on approach and design thinking method are used as a 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. This Master course mixes up conventional and up-to-date learning materials and methods with an interdisciplinary vision that means interaction with design topics, arts, lifestyle and fashion, to really create a different and valuable point of view.

The 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. Classes are held during the daily hours in Florence, while in Barcelona students attend evening classes.

Student Profile

 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.

Job Opportunities

Tourism, Food and Wine Brand Manager

– Brand Manager

– Brand City Manager

– Tourism Brand Manager

– Service Designer for Tourism, Food and Wine

– Community Manager for Tourism, Food and Wine

– Event planning and management

– Innovative Service development for Food, Wine and Tourism industries

– PR and Press Office professionals


The network of partner companies grows every month and includes small and medium enterprises, large multinationals, top brands, studios of different sizes, and innovative start-ups:

3M, Accenture, ADD, Alphaomega, Ambito 5, Armando Testa, Attila, Auge, BCube, Bigfish, Big Spaces, Boston Consulting Group, BMW, Bottega Veneta, BTicino, Calvin Klein, Calzedonia, Canon, Cayenne, CBA Design, Ceres, Chapeaux, Cheil, Class Editori, Collezione Peggy Guggenheim, Condé Nast, Damiani, Davide Campari, Deloitte, Diesel, Doing, Dpr Eventi, Dude, Egg Eventi, Ermenegildo Zegna,Etro, Fandango, F&P Group, Ferrari S.p.A., Filmmaster Events, Frankie Morello, Futurebrand, Gas Jeans, Giorgio Armani, Gruppo Alessandro Rosso, Gruppo Fonema, Hachette Rusconi, H-Art, Heineken Italia, H-Film, Honda, H-57, Hugo Boss, Ilva Saronno, Inditex, Itaca Comunicazione, Ikea, Jimmy Choo, Kering Group, Key Adv, Lamborghini, Landor, La Sterpaia, La Triennale, Leagas Delaney, Leo Burnett, Les Copains, Live Nation, L’Oréal, LVMH, McLaren, M&C Saatchi, Magnolia, Maison Margiela, Maximilian Linz, McCann Eriksson, Mediaset, Milestone, Missoni, Moncler, Mondadori, Morellato, Moschino, Ms&L Italia, Nestlé, Nike, Ogilvy, Paul Smith, Piaggio, Piano B,Pinko, Piquadro, Pomellato, Publicis Modem, RBA, Rcs, Redbull, Replay, Rmg Connect, Robilant Associati, Saatchi & Saatchi, Samsung, Studio Patricia Urquiola, TBWA, Teikna Design, The Others, Tita, Toyota, Undercolors of Benetton, United-Grey, Univisual, Versace, Vivo Concerti, We Are Social, Young & Rubicam.


Marc García i Fortuny

Marc is the professional questioner at We Question Our Project, a Barcelona-based service design studio. 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 like hospitality, food and wine, sports, environment and mobility both locally and at a European level.

Originally a graphic designer, he has an MBA in Family Owned Businesses and a post-graduate degree in Design Thinking and Innovation. He lectures Service Prototyping at the MA in Product-Service Systems Design and MA in Service Design in Politecnico di Milano (Italy) and short courses in Advanced Service Design in Central Saint Martins in London. He is a member of the advisory board of the Re-think Service Design Festival in Milan (Italy) and part of the programme committee at Service Design in Government in United Kingdom.

Ilaria Legato

FERPI (Italian Public Relations Federation) professional specialised in “Brand Care” and “Communication Design” in the Food Wine & Tourism sphere for clients in the world of catering in Florence. She is a director of the IED COMMUNICATION school in Rome where she coordinates the “Communication Design” course. Together with Food designer Paolo Barichella, she founded “Food Design Reunion” an initiative that focuses on national and international Food and Design projects. She also works as PR manager for the Food Design Studio in Milan.


The educational planning for all IED Master courses is aligned with the criteria established by the European Higher Education Area (EHEA). The IED Master  program adopts a credit structure that follows the European Credit Transfer System (ECTS). IED Master only awards its own private degrees.

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