IBIS Bread Culinary Explorers Marca musuqyachiy by Wolkendieb Design Agency

IBIS Bread Culinary Explorers Marca musuqyachiy by Wolkendieb Design Agency is a highly esteemed winner of the very prestigious 2021 A' Design Award Burunsi Premiu in Pilluchina Kamay Competition Category.

BurunsiPilluchina· 2021

IBIS Bread Culinary Explorers Marca musuqyachiy

by Wolkendieb Design Agency

Client: IBIS Backwarenvertriebs GmbH

A' Design Award Burunsi Premiu Winner in Pilluchina Category

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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 Marca musuqyachiy

30 watakunamanta aswanña, IBIS Backwaren sutiyuqqa t'anta Viennoiseries sutiyuq sumaq mikhuykunata ima Alemania rantipi apaykachamun. Estantekunapi aswan allin riqsichisqa kananpaq, Wolkendieb sutiyuqqa marcankuta musuqmanta paqarichirqan, kachkaq ruru huñunta musuq rurukunata ima musuqmanta ruwaywan churarqan. Logoq rikuna kallpanqa k'anchaq puka saywan musuqyachisqa kallpachasqapas karqan, tukuy mediokunapi iskay kuti hatunman churasqa. Llamk'ayqa t'anta wakichiykunaq allin kayninta imaymana rurayta ima rikunapaq karqan. Aswan allin estructurawan rantiqkunaq yuyayninkuta qatipaspa, ruru huñuqa iskay rakikunapi t'aqasqa karqan: t'anta Viennoiseries sutiyuq ima.

The Recognition

About the A' Design Award Burunsi Premiu

IBIS Bread Culinary Explorers Marca musuqyachiy A' Design Award Burunsi Premiu mishak kan, jatun yupaychay, kayta mana shuk shina, mushuk yuyaypi, yuyaypi shinallatak chaskik kaypi riksishka diseñukunaman kun. Burunsi mishak kashkakunaka ruray ushayta charik shinallatak mancharina mushuk rurashkakunami, paykunata rurakkunapak achka yachayta, yuyayta shinallatak ruray ushayta rikuchinku. IBIS Bread Culinary Explorers Marca musuqyachiy sinchi yupaychashka, kuyashka shinallatak riksishka shuk ruray kanata munanku, ruray yuyaywan shinallatak mushuk yuyaywan. Kay Burunsi Premiu japishka diseñuka arti, siensia, diseñu shinallatak tekinolojíapi ashtawan alli ruraykunata tantachin shinallatak ima ukumanta rikuypi sumak kan. IBIS Bread Culinary Explorers Marca musuqyachiy mañaykunata alli paktachin, munaykunata llankan, shunkuta kuyachin shinallatak yachayta munayta kallarichin.

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