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 Бронзова нагорода A' Design Award in Дизайн упаковки Competition Category.

БронзаУпаковка· 2021

IBIS Bread Culinary Explorers Ребрендинг

by Wolkendieb Design Agency

Client: IBIS Backwarenvertriebs GmbH

Бронзова нагорода A' Design Award Winner in Упаковка Category

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Colors

The Design

About IBIS Bread Culinary Explorers Ребрендинг

Вже понад 30 років компанія IBIS Backwaren виводить на ринок Німеччини хліб і фірмові страви віденських страв. Щоб отримати кращу впізнаваність на полицях, Wolkendieb відновив ідентичність свого бренду, переробив існуючий портфель, а також нові продукти. Візуальний вплив логотипу було оновлено та посилено завдяки яскраво-червоній рамці та подвоєному розміру на всіх носіях. Завдання полягало в тому, щоб відобразити якість та універсальність випічки. Для того, щоб створити кращу структуру та слідувати розумінню споживачів, портфоліо було поділено на 2 асортименти: хліб та Viennoiseries.

The Recognition

About the Бронзова нагорода A' Design Award

IBIS Bread Culinary Explorers Ребрендинг є переможцем Бронзової нагороди A' Design Award — надзвичайно престижного визнання, що присуджується видатним дизайнам, які вирізняються креативністю, винахідливістю та кмітливістю. Переможці Бронзової нагороди — це вкрай вправні та вражаюче креативні артефакти, що засвідчують великий досвід, уяву та знахідливість своїх дизайнерів. Очікується, що IBIS Bread Culinary Explorers Ребрендинг буде високо цінованим, улюбленим і обожнюваним об'єктом, помітно професійним та інноваційним. Цей дизайн-переможець Бронзової нагороди A' Design Award втілює найкращі практики в мистецтві, науці, дизайні й технологіях і чудовий своєю увагою до деталей. IBIS Bread Culinary Explorers Ребрендинг чудово задовольняє потреби, торкається бажань, зачаровує почуття та привертає цікавість.

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