IBIS Bread Culinary Explorers ʻo Ka Hōʻailona Hou by Wolkendieb Design Agency

IBIS Bread Culinary Explorers ʻo Ka Hōʻailona Hou by Wolkendieb Design Agency is a highly esteemed winner of the very prestigious 2021 A' Design Award Keleawe in Hoʻolālā ʻUhi Competition Category.

KeleaweʻUhi· 2021

IBIS Bread Culinary Explorers ʻo Ka Hōʻailona Hou

by Wolkendieb Design Agency

Client: IBIS Backwarenvertriebs GmbH

A' Design Award Keleawe Winner in ʻUhi Category

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Verified Award Winner

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Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About IBIS Bread Culinary Explorers ʻo Ka Hōʻailona Hou

No nā makahiki he 30, lawe mai ʻo IBIS Backwaren i ka berena a me nā mea kūikawā Viennoiseries i ka mākeke Kelemania. No ka loaʻa ʻana o ka ʻike maikaʻi ʻana i nā papa, ua hoʻokuʻu hou ʻo Wolkendieb i ko lākou ʻano inoa inoa, hoʻolālā hou i ke kōpili i loaʻa a me nā huahana hou. Ua hōʻoluʻolu a hoʻoikaika ʻia ka hopena ʻike maka o ka logo i ke kiʻi ʻulaʻula ʻulaʻula, a me ka nui pālua ma nā ʻano mea āpau. ʻO ka hana e hōʻike i ka maikaʻi a me ka versatility o nā huahana baking. No ka hana ʻana i kahi hoʻolālā maikaʻi aʻe a hahai i ka ʻike o ka mea kūʻai aku, ua māhele ʻia ke kōpili i 2 mau papa: berena a me Viennoiseries.

The Recognition

About the A' Design Award Keleawe

Ua lanakila ka hoʻolālā IBIS Bread Culinary Explorers ʻo Ka Hōʻailona Hou i ka A' Design Award Keleawe, he ʻike hoʻohanohano nui loa i hāʻawi ʻia i nā hoʻolālā kūʻokoʻa i ʻike ʻia ma o ka hana noʻeau, ka akamai a me ka makakoho. He mau hana mākaukau a hana noʻeau kupaianaha nā lanakila Keleawe e hōʻoia ana i ka ʻike nui, ka noʻonoʻo a me ka maʻalea o kā lākou poʻe hoʻolālā. Manaʻo ʻia ʻo ka hoʻolālā IBIS Bread Culinary Explorers ʻo Ka Hōʻailona Hou he mea i mahalo nui ʻia, hoʻohiwahiwa ʻia a aloha ʻia, he ʻoihana a hou loa. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Keleawe e hoʻohui ana i nā hana maikaʻi loa o ka hana noʻeau, ka ʻepekema, ka hoʻolālā a me ka ʻenehana, a maikaʻi no kona nānā ʻana i nā kikoʻī. Hoʻokō maikaʻi ka hoʻolālā IBIS Bread Culinary Explorers ʻo Ka Hōʻailona Hou i nā pono, hoʻopā i ka makemake, hoʻohiwahiwa i nā manaʻo a huki i ka makemake e ʻike.

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