IBIS Bread Culinary Explorers 品牌重塑 by Wolkendieb Design Agency

IBIS Bread Culinary Explorers 品牌重塑 by Wolkendieb Design Agency is a highly esteemed winner of the very prestigious 2021 A' Design Award 銅獎 in 包裝設計 Competition Category.

銅包裝· 2021

IBIS Bread Culinary Explorers 品牌重塑

by Wolkendieb Design Agency

Client: IBIS Backwarenvertriebs GmbH

A' Design Award 銅獎 Winner in 包裝 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 品牌重塑

30 多年來，IBIS Backwaren 將麵包和 Viennoiseries 特色菜帶入德國市場。為了在貨架上獲得更好的認可，Wolkendieb 重新推出了他們的品牌標識，重新設計了現有的產品組合以及新產品。由於鮮紅色的框架和所有介質的兩倍尺寸，標誌的視覺衝擊力得到了刷新和加強。任務是反映烘焙產品的質量和多功能性。為了創建更好的結構並遵循消費者的理解，產品組合分為 2 個範圍：麵包和 Viennoiseries。

The Recognition

About the A' Design Award 銅獎

IBIS Bread Culinary Explorers 品牌重塑是 A' Design Award 銅獎得主，這是授予以創造力、獨創性和敏銳見長的傑出設計的極具聲望的認可。銅獎得主是技藝嫻熟、創意驚人的作品，印證了其設計師豐富的經驗、想像力與機智。預計IBIS Bread Culinary Explorers 品牌重塑將成為一件備受推崇、令人欽佩且被珍愛的物品，兼具顯著的專業性與創新性。這件贏得 A' Design Award 銅獎的設計融入藝術、科學、設計和技術領域的最佳實踐，並因注重細節而出類拔萃。IBIS Bread Culinary Explorers 品牌重塑出色地滿足需求，觸動渴望，迷住情感，並吸引好奇心。

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