IBIS Bread Culinary Explorers Ребрендинг by Wolkendieb Design Agency

IBIS Bread Culinary Explorers Ребрендинг by Wolkendieb Design Agency is a highly esteemed winner of the very prestigious 2021 A' Design Award Коло байгеси in Таңгактоо Дизайны Competition Category.

КолоТаңгактоо· 2021

IBIS Bread Culinary Explorers Ребрендинг

by Wolkendieb Design Agency

Client: IBIS Backwarenvertriebs GmbH

A' Design Award Коло байгеси Winner in Таңгактоо Category

14,882

Verified Award Winner

Verify Award Status for #108487

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

Colors

The Design

About IBIS Bread Culinary Explorers Ребрендинг

30 жылдан ашуун убакыттан бери IBIS Backwaren Германиянын рыногуна нан жана Viennoiseries адистиктерин алып келет. Текчелерде жакшыраак таанылуу үчүн, Wolkendieb брендинин иденттүүлүгүн кайра ишке киргизди, учурдагы портфолиону жана жаңы өнүмдөрдү кайра иштеп чыкты. Логотиптин визуалдык таасири ачык-кызыл түстөгү кадрдын жана бардык медиада эки эселенген өлчөмүнүн аркасында жаңыртылган жана бекемделген. Мында нан азыктарынын сапатын жана ар тараптуулугун чагылдыруу милдети коюлган. Жакшыраак структураны түзүү жана керектөөчүлөрдүн түшүнүгүн ээрчип алуу үчүн портфолио 2 диапазонго бөлүнгөн: нан жана Viennoiseries.

The Recognition

About the A' Design Award Коло байгеси

IBIS Bread Culinary Explorers Ребрендинг – A' Design Award Коло байгесинин жеңүүчүсү, чыгармачылыгы, тапкычтыгы жана зээндүүлүгү менен айырмаланган сонун дизайндарга берилген жогорку бедели бар таануу. Коло жеңүүчүлөр – жетиштүү чеберчиликтүү жана таасирдүү чыгармачыл туундулар, алар авторлорунун бай тажрыйбасын, элестетүүсүн жана тапкычтыгын ырастайт. IBIS Bread Culinary Explorers Ребрендинг жогору бааланган, суктанууга жана сүйүүгө татыган буюм, өзгөчө кесипкөй жана жаңычыл болот деп күтүлөт. Бул Коло байгени жеңген дизайн искусство, илим, дизайн жана технологиядагы мыкты практиканы камтыйт жана майда-чүйдөсүнө көңүл бургандыгы менен мыкты. IBIS Bread Culinary Explorers Ребрендинг муктаждыкты сонун канааттандырат, каалоого тийет, сезимдерди арбайт жана кызыгууну козгойт.

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