Wolkendieb Design Agency의 IBIS Bread Culinary Explorers 리브랜딩

디자이너 Wolkendieb Design Agency의 작품 IBIS Bread Culinary Explorers 리브랜딩은(는) 매우 권위 있는 2021 A' Design Award 동상의 패키징 디자인 부문에서 탁월한 수상작입니다.

동패키징· 2021

IBIS Bread Culinary Explorers 리브랜딩

디자이너: Wolkendieb Design Agency

클라이언트: IBIS Backwarenvertriebs GmbH

패키징 부문 A' Design Award 동상 수상작

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사이트 방문 A' Design Award에서 보기 보도 자료 수상 배지

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디자인

IBIS Bread Culinary Explorers 리브랜딩 소개

30년 이상 동안 IBIS Backwaren은 빵과 비엔누아시리즈 특산품을 독일 시장에 선보였습니다. Wolkendieb는 선반에서 더 나은 인지도를 얻기 위해 브랜드 아이덴티티를 다시 시작하고 기존 포트폴리오와 신제품을 재설계했습니다. 로고의 시각적 효과는 밝은 빨간색 프레임과 모든 매체에서 두 배 크기로 인해 새로워지고 강화되었습니다. 작업은 베이킹 제품의 품질과 다양성을 반영하는 것이었습니다. 더 나은 구조를 만들고 소비자의 이해를 따르기 위해 포트폴리오는 빵과 비엔나 시리즈의 두 가지 범위로 나뉩니다.

수상 인정

A' Design Award 동상 소개

IBIS Bread Culinary Explorers 리브랜딩, 이 작품은 A' Design Award 동상 수상작으로, 창의성, 독창성, 영민함으로 돋보이는 뛰어난 디자인에 수여되는 높은 권위의 인정입니다. 동상 수상작은 충분히 숙련되고 인상적으로 창의적인 작품으로, 디자이너의 폭넓은 경험, 상상력, 기지를 입증합니다. IBIS Bread Culinary Explorers 리브랜딩, 이 작품은 높이 평가받고 감탄과 사랑을 받는 사물로서 두드러지게 전문적이고 혁신적일 것으로 기대됩니다. 이 동상 수상 디자인은 예술, 과학, 디자인, 기술의 모범 사례를 담고 있으며 세부에 대한 주의로 훌륭합니다. IBIS Bread Culinary Explorers 리브랜딩, 이 작품은 필요를 훌륭하게 충족하고 욕망에 닿으며 감정을 매료하고 호기심을 불러일으킵니다.

디자인 비하인드

프레스 킷

디자이너가 제공한 크레딧, 팀원 및 기술 세부 사항.

고유 특성: 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.
치수 및 패키징: 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.
태그: packaging, brand image, rebranding, Wolkendieb, mass market, range, Ibis Backwaren, bakery, bread, Germany
생산 기술: 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.
디자인 과제: 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.
연구: 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.
영감: 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.
프로젝트 기간: 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.
운영 흐름: 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.
팀원: Creative Director: Annika Reuber
Art Director: Chloé Noret
Junior Art Director: Daskia Frohn
이미지 출처: Image #1: IBIS, Bread Culinary Explorers, 2020
Image #2: IBIS, Bread Culinary Explorers, 2020
Image #3: IBIS, Bread Culinary Explorers, 2020
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Image #5: IBIS, Bread Culinary Explorers, 2020