IBIS Bread Culinary Explorers Athbhrandáil by Wolkendieb Design Agency

IBIS Bread Culinary Explorers Athbhrandáil by Wolkendieb Design Agency is a highly esteemed winner of the very prestigious 2021 Duais Cré-umha A' Design Award in Dearadh Pacáistíochta Competition Category.

Cré-umhaPacáistíocht· 2021

IBIS Bread Culinary Explorers Athbhrandáil

by Wolkendieb Design Agency

Client: IBIS Backwarenvertriebs GmbH

Duais Cré-umha A' Design Award Winner in Pacáistíocht Category

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Verified Award Winner

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Colors

The Design

About IBIS Bread Culinary Explorers Athbhrandáil

Le breis agus 30 bliain, tugann IBIS Backwaren speisialtachtaí aráin agus Viennoiseries isteach i margadh na Gearmáine. Chun aitheantas níos fearr a fháil ar na seilfeanna, rinne Wolkendieb a bhféiniúlacht branda a athsheoladh, rinne sé athdhearadh ar an bpunann atá ann cheana féin chomh maith le táirgí nua. Rinneadh tionchar amhairc an lógó a athnuachan agus a neartú a bhuíochas le fráma daite geal-dearg, agus méid dúbailte ar gach meán. Ba é an tasc ná cáilíocht agus solúbthacht na dtáirgí bácála a léiriú. D'fhonn struchtúr níos fearr a chruthú agus tuiscint an tomhaltóra a leanúint, roinneadh an phunann ina 2 raon: arán agus Viennoiseries.

The Recognition

About the Duais Cré-umha A' Design Award

Bhuaigh an dearadh IBIS Bread Culinary Explorers Athbhrandáil Duais Cré-umha A' Design Award, aitheantas an-ghradamach a bhronntar ar dhearaí sármhaithe a mbíonn cruthaitheacht, aireagacht agus géarchúis mar shaintréithe acu. Is déantúsáin ghlic agus chruthaitheacha go suntasach iad buaiteoirí Cré-umha a dhearbhaíonn taithí fhairsing, samhlaíocht agus acmhainneacht a ndearthóirí. Táthar ag súil go mbeidh an dearadh IBIS Bread Culinary Explorers Athbhrandáil ina rud a bhfuil an-mheas air, a n-ardaítear agus a ghráitear, atá thar a bheith gairmiúil agus nuálach. Ionchorpraíonn an dearadh seo a bhuaigh Duais Cré-umha A' Design Award na cleachtais is fearr san ealaín, san eolaíocht, sa dearadh agus sa teicneolaíocht, agus tá sé sármhaith as a aird ar mhionsonraí. Sásaíonn an dearadh IBIS Bread Culinary Explorers Athbhrandáil riachtanais go hálainn, bainíonn sé le mianta, cuireann sé draíocht ar mhothúcháin agus tarraingíonn sé fiosracht.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: 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.
Dimensions & Packaging: 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.
Tags: packaging, brand image, rebranding, Wolkendieb, mass market, range, Ibis Backwaren, bakery, bread, Germany
Production Technology: 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.
Design Challenge: 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.
Research: 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.
Inspiration: 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.
Project Duration: 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.
Operation Flow: 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.
Team Members: Creative Director: Annika Reuber
Art Director: Chloé Noret
Junior Art Director: Daskia Frohn
Image Credits: 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