IBIS Bread Culinary Explorers Vörumerkjabreyting by Wolkendieb Design Agency is a highly esteemed winner of the very prestigious 2021 A' Design Award í bronsi in Umbúðahönnun Competition Category.
BronsUmbúðir· 2021
IBIS Bread Culinary Explorers Vörumerkjabreyting
Client: IBIS Backwarenvertriebs GmbH
A' Design Award í bronsi Winner in Umbúðir Category
Verified Award Winner
Verify Award Status for #108487The Design
About IBIS Bread Culinary Explorers Vörumerkjabreyting
Í meira en 30 ár hefur IBIS Backwaren flutt brauð og sérrétti frá Viennoiseries á þýska markaðinn. Til að fá betri viðurkenningu í hillum, endurræsti Wolkendieb vörumerkjakennd sína, endurhannaði núverandi eignasafn sem og nýjar vörur. Sjónræn áhrif lógósins voru endurnærð og styrkt þökk sé skærrauðum lituðum ramma og tvöfaldri stærð á öllum miðlum. Verkefnið var að endurspegla gæði og fjölhæfni bökunarvara. Til þess að skapa betri uppbyggingu og fylgja skilningi neytenda var safninu skipt í 2 svið: brauð og Vínarvörur.
The Recognition
About the A' Design Award í bronsi
IBIS Bread Culinary Explorers Vörumerkjabreyting vann A' Design Award í bronsi, mjög virta viðurkenningu sem veitt er framúrskarandi hönnunarverkum sem einkennast af sköpunargáfu, hugvitssemi og skarpskyggni. Sigurvegarar í bronsi eru ríkulega leiknir og áberandi skapandi gripir sem staðfesta víðtæka reynslu, ímyndunarafl og útsjónarsemi hönnuða sinna. Þess er vænst að IBIS Bread Culinary Explorers Vörumerkjabreyting sé mjög metinn, dáður og elskaður hlutur sem er einstaklega fagmannlegur og nýstárlegur. Þetta hönnunarverk sem vann A' Design Award í bronsi felur í sér bestu starfsvenjur í list, vísindum, hönnun og tækni og er framúrskarandi fyrir athygli sína á smáatriðum. IBIS Bread Culinary Explorers Vörumerkjabreyting fullnægir þörfum á dásamlegan hátt, snertir langanir, heillar tilfinningar og vekur forvitni.
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
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