IBIS Bread Culinary Explorers Merkevarefornying by Wolkendieb Design Agency is a highly esteemed winner of the very prestigious 2021 A' Design Award i Bronse in Emballasjedesign Competition Category.
BronseEmballasje· 2021
IBIS Bread Culinary Explorers Merkevarefornying
Client: IBIS Backwarenvertriebs GmbH
A' Design Award i Bronse Winner in Emballasje Category
Verified Award Winner
Verify Award Status for #108487The Design
About IBIS Bread Culinary Explorers Merkevarefornying
I over 30 år har IBIS Backwaren brakt brød- og wienerbrødspesialiteter til det tyske markedet. For å oppnå bedre gjenkjennelse i hyllene, relanserte Wolkendieb deres merkeidentitet, redesignet eksisterende portefølje samt nye produkter. Logoens visuelle slagkraft ble oppfrisket og forsterket takket være en klarrød ramme og en fordoblet størrelse på alle medier. Oppgaven var å gjenspeile kvaliteten og allsidigheten til bakevarene. For å skape en bedre struktur og følge forbrukerforståelsen, ble porteføljen delt inn i 2 sortimenter: brød og wienerbrød.
The Recognition
About the A' Design Award i Bronse
IBIS Bread Culinary Explorers Merkevarefornying er vinner av A' Design Award i Bronse, en høyt prestisjefylt anerkjennelse som tildeles enestående design som utmerker seg ved kreativitet, oppfinnsomhet og skarpsindighet. Bronsevinnere er rikt dyktige og påfallende kreative gjenstander som bekrefter designernes store erfaring, fantasi og ressurssterkhet. IBIS Bread Culinary Explorers Merkevarefornying forventes å være en høyt ansett, beundret og verdsatt gjenstand som er bemerkelsesverdig profesjonell og nyskapende. Dette designet, som har vunnet A' Design Award i Bronse, rommer beste praksis innen kunst, vitenskap, design og teknologi og utmerker seg ved sin omtanke for detaljer. IBIS Bread Culinary Explorers Merkevarefornying tilfredsstiller behov på en strålende måte, berører ønsker, sjarmerer følelser og vekker nysgjerrighet.
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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