IBIS Bread Culinary Explorers Rebranding av Wolkendieb Design Agency

Designen IBIS Bread Culinary Explorers Rebranding av Wolkendieb Design Agency är en högt ansedd vinnare av den mycket prestigefyllda 2021 A' Design Award i Brons i tävlingskategorin Förpackningsdesign.

BronsFörpackning· 2021

IBIS Bread Culinary Explorers Rebranding

av Wolkendieb Design Agency

Klient: IBIS Backwarenvertriebs GmbH

Vinnare av A' Design Award i Brons i kategorin Förpackning

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Färger

Designen

Om IBIS Bread Culinary Explorers Rebranding

I över 30 år har IBIS Backwaren fört bröd och specialiteter från Viennoiseries till den tyska marknaden. För att få bättre igenkänning i hyllorna, återlanserade Wolkendieb sin varumärkesidentitet, designade om den befintliga portföljen såväl som nya produkter. Logotypens visuella inverkan fräschas upp och förstärktes tack vare en ljusröd färgad ram och en fördubblad storlek på alla medier. Uppgiften var att spegla bakprodukternas kvalitet och mångsidighet. För att skapa en bättre struktur och följa konsumentförståelsen delades portföljen in i 2 sortiment: bröd och Viennoiseries.

Erkännandet

Om A' Design Award i Brons

IBIS Bread Culinary Explorers Rebranding är vinnare av A' Design Award i Brons, ett högst prestigefyllt erkännande som tilldelas enastående designverk som utmärker sig genom kreativitet, uppfinningsrikedom och klokhet. Bronsvinnare är mycket skickliga och slående kreativa föremål som styrker formgivarnas stora erfarenhet, fantasi och påhittighet. IBIS Bread Culinary Explorers Rebranding förväntas vara ett högt skattat, beundrat och älskat föremål som är anmärkningsvärt professionellt och innovativt. Detta vinnande verk i A' Design Award i Brons införlivar bästa praxis inom konst, vetenskap, design och teknik och är utmärkt genom sin omsorg om detaljer. IBIS Bread Culinary Explorers Rebranding tillfredsställer fantastiskt behov, rör vid längtan, charmar känslor och väcker nyfikenhet.

Bakom designen

Presskit

Erkännanden, teammedlemmar och tekniska detaljer tillhandahållna av designern.

Unika egenskaper: 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.
Dimensioner & förpackning: 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.
Taggar: packaging, brand image, rebranding, Wolkendieb, mass market, range, Ibis Backwaren, bakery, bread, Germany
Produktionsteknik: 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.
Designutmaning: 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.
Forskning: 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.
Projektlängd: 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.
Arbetsflöde: 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.
Teammedlemmar: Creative Director: Annika Reuber
Art Director: Chloé Noret
Junior Art Director: Daskia Frohn
Bildkrediteringar: 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