Bwonz Anbalaj · 2021
IBIS Bread Culinary Explorers Rebranding
- A' Design Award Bwonz 2021 in Anbalaj
- CLIENT: IBIS Backwarenvertriebs GmbH
- Estimated Number of Design Views: 14,882
- Verification code D6551F8D50 · Verify this award
Colors
About IBIS Bread Culinary Explorers Rebranding
Pou plis pase 30 ane, IBIS Backwaren pote pen ak espesyalite Viennoiseries nan mache Alman an. Pou jwenn pi bon rekonesans nan etajè, Wolkendieb te relanse idantite mak yo, reamenaje pòtfolyo ki deja egziste a ansanm ak nouvo pwodwi yo. Enpak vizyèl logo la te rafrechi ak ranfòse gras a yon ankadreman koulè wouj klere, ak yon gwosè double sou tout mwayen. Travay la se te reflete bon jan kalite a ak adaptabilite nan pwodwi yo boulanjri. Yo nan lòd yo kreye yon pi bon estrikti epi swiv konpreyansyon konsomatè yo, yo te divize pòtfolyo a an 2 seri: pen ak Viennoiseries.
About the A' Design Award Bwonz
IBIS Bread Culinary Explorers Rebranding se yon ganyan A' Design Award Bwonz, yon rekonesans ki gen anpil prestij yo bay design ekselan ki make pa kreyativite, enjenyozite ak finès. Ganyan Bwonz yo se objè ki abil anpil e ki kreyatif nan fason ki frape, ki otantifye gwo eksperyans, imajinasyon ak debouyaj designer yo. Yo atann IBIS Bread Culinary Explorers Rebranding pou se yon objè anpil moun estime, admire e renmen, ki pwofesyonèl e inovatè nan fason remakab. Design sa a ki ganyen A' Design Award Bwonz enkòpore pi bon pratik nan atizay, syans, design ak teknoloji, e li ekselan pou atansyon li bay detay. IBIS Bread Culinary Explorers Rebranding satisfè bezwen yon fason espledid, li touche dezi, li chame santiman e li atire kiryozite.
Press Kit
- 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.
- 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
