设计师 Wolkendieb Design Agency 的作品 IBIS Bread Culinary Explorers 品牌重塑 荣获了极具声望的 2021 A' Design Award 铜奖，竞赛类别为包装设计。
铜包装· 2021
IBIS Bread Culinary Explorers 品牌重塑
客户: IBIS Backwarenvertriebs GmbH
包装类别A' Design Award 铜奖获奖者
15,096
已验证的获奖者
验证 #108487 的获奖状态设计作品
关于 IBIS Bread Culinary Explorers 品牌重塑
30 多年来，IBIS Backwaren 将面包和 Viennoiseries 特色菜带入德国市场。为了在货架上获得更好的认可，Wolkendieb 重新推出了他们的品牌标识，重新设计了现有的产品组合以及新产品。由于鲜红色的框架和所有介质的两倍尺寸，标志的视觉冲击力得到了刷新和加强。任务是反映烘焙产品的质量和多功能性。为了创建更好的结构并遵循消费者的理解，产品组合分为 2 个范围：面包和 Viennoiseries。
荣誉认可
关于A' Design Award 铜奖
IBIS Bread Culinary Explorers 品牌重塑是 A' Design Award 铜奖得主，这是授予以创造力、独创性和敏锐见长的杰出设计的极具声望的认可。铜奖得主是技艺娴熟、创意惊人的作品，印证了其设计师丰富的经验、想象力与机智。预计IBIS Bread Culinary Explorers 品牌重塑将成为一件备受推崇、令人钦佩且被珍爱的物品，兼具显著的专业性与创新性。这件赢得 A' Design Award 铜奖的设计融入艺术、科学、设计和技术领域的最佳实践，并因注重细节而出类拔萃。IBIS Bread Culinary Explorers 品牌重塑出色地满足需求，触动渴望，迷住情感，并吸引好奇心。
设计幕后
媒体资料包
由设计师提供的致谢、团队成员及技术详情。
- 独特属性
- 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.
- 尺寸与包装
- 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.
- 标签
- packaging, brand image, rebranding, Wolkendieb, mass market, range, Ibis Backwaren, bakery, bread, Germany
- 生产技术
- 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.
- 设计挑战
- 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.
- 研究
- 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.
- 灵感
- 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.
- 项目周期
- 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.
- 操作流程
- 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.
- 团队成员
- Creative Director: Annika Reuber
Art Director: Chloé Noret
Junior Art Director: Daskia Frohn - 图片版权
- 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
赞助内容
探索 Designers.org 之外
发现来自我们广告合作伙伴的产品、服务和机会。
探索更多
相关设计
探索同类别中更多按优秀程度甄选的获奖设计。
