IBIS Bread Culinary Explorers Ребрандирането от Wolkendieb Design Agency

Дизайнът IBIS Bread Culinary Explorers Ребрандирането от Wolkendieb Design Agency е високо уважаван носител на престижната 2021 Бронзова награда A' Design Award в състезателна категория Дизайн на опаковки.

БронзОпаковки· 2021

IBIS Bread Culinary Explorers Ребрандирането

от Wolkendieb Design Agency

Клиент: IBIS Backwarenvertriebs GmbH

Носител на Бронзова награда A' Design Award в категория Опаковки

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Цветове

Дизайнът

За IBIS Bread Culinary Explorers Ребрандирането

Повече от 30 години IBIS Backwaren носи хляб и специалитети от Viennoiseries на немския пазар. За да получи по-добро признание в рафтовете, Wolkendieb поднови идентичността на марката си, преработи съществуващото портфолио, както и нови продукти. Визуалното въздействие на логото беше освежено и подсилено благодарение на яркочервена рамка и удвоен размер на всички носители. Задачата беше да отрази качеството и гъвкавостта на продуктите за печене. За да се създаде по-добра структура и да се следва разбирането на потребителите, портфолиото беше разделено на 2 серии: хляб и Viennoiseries.

Признанието

За Бронзова награда A' Design Award

IBIS Bread Culinary Explorers Ребрандирането е носител на Бронзовата награда A' Design Award — високо престижно признание, присъждано на изключителни дизайни, които се отличават с творчество, изобретателност и проницателност. Бронзовите победители са изобилно умели и поразително творчески артефакти, които удостоверяват богатия опит, въображение и находчивост на своите дизайнери. Очаква се IBIS Bread Culinary Explorers Ребрандирането да бъде високо ценен, възхищаван и обичан предмет, забележително професионален и иновативен. Този дизайн, спечелил Бронзовата награда A' Design Award, включва най-добрите практики в изкуството, науката, дизайна и технологиите и е отличен с вниманието си към детайла. IBIS Bread Culinary Explorers Ребрандирането великолепно удовлетворява нуждите, докосва желанията, очарова чувствата и привлича любопитството.

Зад дизайна

Прескомплект

Информация за екипа, авторите и техническите детайли, предоставена от дизайнера.

Уникални свойства: Showcasing recipes for every product demonstrates how easy it is for the consumer to indulge himself home. The bread range gathers iconic specialities such as French baguette, Finnish bread or Italian Ciabatta. Top-viewed photos in the making on a dark slate background show how tasty and modern the brand is. The result is a trendy and premium design with a strong encouragement message for the consumer to try it home.
Размери и опаковка: Printed or labelled films with different sizes according to each product’s characteristics. The back of packagings are always free of design to allow the consumer to see the products correctly and most of the time, there is a window in the front.
Тагове: packaging, brand image, rebranding, Wolkendieb, mass market, range, Ibis Backwaren, bakery, bread, Germany
Производствена технология: All products are packed in either molded film, flow packs or film bags. Some products are labelled, some are directly film printed. The aim was to create a consistent and modern brand image for the bread range under consideration of the different printing methods.
Дизайнерско предизвикателство: The challenge for the design agency Wolkendieb was to create an eye-catching and modern design that would boost the quality feeling of the products without over-selling them. The new brand image had to incorporate controversial objectives, and had to fit with a pre-defined brand platform.
Изследване: Together, Wolkendieb and IBIS explored the brand image and brand platform by using focus group discussions with IBIS consumers and non-consumers. Design ideas for rebranding and packaging relaunch, based on these insights, were proposed by Wolkendieb. New brand identity and new packagings were extensively tested with both already-consumers and non-consumers of IBIS. The new brand image was positively received in both target groups.
Вдъхновение: IBIS Backwaren brings bread specialities into German market for over 30 years. In order to get to the next level of recognition in shelves, design agency Wolkendieb relifted their brand image. The task was to reflect the quality and versatility of the product range. Therefore, the whole brand portfolio was redesigned, extended and separated in two categories: bread and viennoiseries. By creating different looks according to consumer insights, portfolio was clearer structured and finally got that missing wow-effect.
Продължителност на проекта: The project started in July 2018 in Aachen, Germany and finished in December 2019. It was exhibited in ISM Cologne trade fair in January 2020.
Работен процес: Old IBIS products had a low to inexistant focus on brand image. After Wolkendieb's brand and packaging relaunches, in-shelf recognition from consumers has dramatically increased, therefore boosting the sales. Each product has its own tasty recipe and atmosphere. A white serif script finishes off the homemade touch. Wolkendieb created a new logo which acts as a quality flag on the packaging. Each product family is visualised through icons and on-pack statements, which show the versatility of the new IBIS design.
Членове на екипа: Creative Director: Annika Reuber
Art Director: Chloé Noret
Junior Art Director: Daskia Frohn
Автори на изображенията: Image #1: IBIS, Bread Culinary Explorers, 2020
Image #2: IBIS, Bread Culinary Explorers, 2020
Image #3: IBIS, Bread Culinary Explorers, 2020
Image #4: IBIS, Bread Culinary Explorers, 2020
Image #5: IBIS, Bread Culinary Explorers, 2020