IBIS Bread Culinary Explorers Rebranding od Wolkendieb Design Agency

Dizajn IBIS Bread Culinary Explorers Rebranding od dizajnera Wolkendieb Design Agency je visoko cijenjeni dobitnik prestižne nagrade 2021 Brončana nagrada A' Design Award u kategoriji Dizajn Pakovanja.

BronzaPakovanje· 2021

IBIS Bread Culinary Explorers Rebranding

autor Wolkendieb Design Agency

Klijent: IBIS Backwarenvertriebs GmbH

Dobitnik nagrade Brončana nagrada A' Design Award u kategoriji Pakovanje

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Boje

Dizajn

O dizajnu IBIS Bread Culinary Explorers Rebranding

Više od 30 godina IBIS Backwaren donosi kruh i specijalitete Viennoiseries na njemačko tržište. Kako bi dobili bolju prepoznatljivost na policama, Wolkendieb je ponovo pokrenuo svoj brend identitet, redizajnirao postojeći portfelj kao i nove proizvode. Vizuelni uticaj logotipa je osvježen i pojačan zahvaljujući okviru jarko crvene boje i udvostručenoj veličini na svim medijima. Zadatak je bio odraziti kvalitetu i raznovrsnost proizvoda za pečenje. Kako bi se stvorila bolja struktura i pratilo razumijevanje potrošača, portfolio je podijeljen u 2 asortimana: kruh i Viennoiseries.

Priznanje

O nagradi Brončana nagrada A' Design Award

IBIS Bread Culinary Explorers Rebranding je pobjednik Brončane nagrade A' Design Award, visoko prestižnog priznanja koje se dodjeljuje izvanrednim dizajnima što se odlikuju kreativnošću, domišljatošću i oštroumnošću. Brončani pobjednici izdašno su vješti i upečatljivo kreativni artefakti koji potvrđuju golemo iskustvo, maštu i snalažljivost svojih dizajnera. Očekuje se da IBIS Bread Culinary Explorers Rebranding bude visoko cijenjen, voljen i njegovan predmet koji je izuzetno profesionalan i inovativan. Ovaj dizajn koji je osvojio Brončanu nagradu A' Design Award uključuje najbolje prakse u umjetnosti, nauci, dizajnu i tehnologiji i izvrstan je zbog pažnje posvećene detaljima. IBIS Bread Culinary Explorers Rebranding sjajno zadovoljava potrebe, dotiče želje, očarava osjećaje i privlači znatiželju.

Iza dizajna

Press komplet

Zasluge, članovi tima i tehnički detalji koje je dostavio dizajner.

Jedinstvena svojstva: 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.
Dimenzije i pakovanje: 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.
Oznake: packaging, brand image, rebranding, Wolkendieb, mass market, range, Ibis Backwaren, bakery, bread, Germany
Tehnologija proizvodnje: 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.
Dizajnerski izazov: 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.
Istraživanje: 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.
Inspiracija: 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.
Trajanje projekta: 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.
Tok rada: 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.
Članovi tima: Creative Director: Annika Reuber
Art Director: Chloé Noret
Junior Art Director: Daskia Frohn
Autorstvo slika: 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