IBIS Bread Culinary Explorers Rebranding od Wolkendieb Design Agency

Dizajn IBIS Bread Culinary Explorers Rebranding od dizajnéra Wolkendieb Design Agency je vysoko uznávaným víťazom veľmi prestížneho ocenenia 2021 Bronzová cena A' Design Award v súťažnej kategórii Dizajn obalov.

BronzováObaly· 2021

IBIS Bread Culinary Explorers Rebranding

od Wolkendieb Design Agency

Klient: IBIS Backwarenvertriebs GmbH

Víťaz ocenenia Bronzová cena A' Design Award v kategórii Obaly

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Farby

Dizajn

O dizajne IBIS Bread Culinary Explorers Rebranding

Už viac ako 30 rokov prináša IBIS Backwaren na nemecký trh chlieb a špeciality Viennoiseries. S cieľom získať lepšie uznanie v regáloch Wolkendieb znovu spustil identitu svojej značky, prepracoval existujúce portfólio, ako aj nové produkty. Vizuálny vplyv loga bol obnovený a posilnený vďaka jasne červenému farebnému rámu a dvojnásobnej veľkosti na všetkých nosičoch. Úlohou bolo odzrkadliť kvalitu a všestrannosť výrobkov na pečenie. S cieľom vytvoriť lepšiu štruktúru a sledovať porozumenie spotrebiteľov bolo portfólio rozdelené do 2 skupín: chlieb a Viennoiseries.

Ocenenie

O ocenení Bronzová cena A' Design Award

IBIS Bread Culinary Explorers Rebranding je laureát Bronzovej ceny A' Design Award, vysoko prestížneho uznania udeľovaného vynikajúcim dizajnom, ktoré sa vyznačujú kreativitou, vynaliezavosťou a bystrosťou. Laureáti Bronzovej ceny sú plne zručné a nápadne kreatívne artefakty, ktoré potvrdzujú rozsiahle skúsenosti, predstavivosť a zdatnosť svojich dizajnérov. Od IBIS Bread Culinary Explorers Rebranding sa očakáva, že bude vysoko cenený, obdivovaný a milovaný predmet, pozoruhodne profesionálny a inovatívny. Tento dizajn ocenený Bronzovou cenou A' Design Award zahŕňa najlepšie postupy v umení, vede, dizajne a technológii a vyniká pozornosťou k detailom. IBIS Bread Culinary Explorers Rebranding skvele uspokojuje potreby, dotýka sa túžob, očarúva city a vzbudzuje zvedavosť.

Za dizajnom

Tlačový kit

Kredity, členovia tímu a technické údaje poskytnuté dizajnérom.

Jedinečné vlastnosti: 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.
Rozmery a balenie: 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.
Štítky: packaging, brand image, rebranding, Wolkendieb, mass market, range, Ibis Backwaren, bakery, bread, Germany
Výrobná technológia: 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.
Dizajnérska výzva: 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.
Výskum: 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.
Inšpirácia: 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.
Trvanie projektu: 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.
Pracovný postup: 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.
Členovia tímu: Creative Director: Annika Reuber
Art Director: Chloé Noret
Junior Art Director: Daskia Frohn
Zdroje obrázkov: 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