IBIS Bread Culinary Explorers: A Rebranding Success Story

Revitalizing a Brand to Reflect Quality and Versatility

One of the key features of the IBIS Bread Culinary Explorers design is the incorporation of recipes for each product. This not only adds a personal touch, but also demonstrates how easy it is for consumers to indulge in the comfort of their own homes. The bread range includes iconic specialties such as French baguette, Finnish bread, and Italian Ciabatta, each accompanied by top-viewed photos showcasing the mouthwatering creations on a dark slate background. The result is a trendy and premium design that entices consumers to try the products for themselves.

In terms of packaging, IBIS Bread Culinary Explorers utilizes a variety of methods to ensure consistency and modernity. The products are packed in molded film, flow packs, or film bags, with some items being labeled and others directly printed on the film. This approach allows for a unified brand image across the bread range, while taking into consideration the different printing methods involved.

IBIS Bread Culinary Explorers also pays attention to the practicality of packaging. The films and bags come in different sizes to accommodate the characteristics of each product, and the back of the packaging is intentionally left free of design to allow consumers to see the products clearly. In many cases, a window is incorporated into the front of the packaging, providing a sneak peek of the delicious treats inside.

The rebranding efforts by Wolkendieb have proven to be a resounding success. The new design has significantly increased in-shelf recognition from consumers, leading to a boost in sales for IBIS Bread Culinary Explorers. The incorporation of tasty recipes and a homemade touch, along with a new logo acting as a quality flag, has created a strong and enticing brand image. Additionally, the use of icons and on-pack statements showcases the versatility of the new IBIS design, further enhancing its appeal to consumers.

The IBIS Bread Culinary Explorers project was a collaboration between Wolkendieb and IBIS, with extensive research conducted to ensure the design met the needs and preferences of both existing consumers and potential new customers. Focus group discussions were held to explore the brand image and platform, and the new brand identity and packaging were extensively tested and positively received by the target audience.

Despite the challenges faced, Wolkendieb successfully created an eye-catching and modern design that effectively conveys the quality and appeal of the IBIS Bread Culinary Explorers range. The project, which started in July 2018 in Aachen, Germany, was completed in December 2019 and showcased at the ISM Cologne trade fair in January 2020.

The IBIS Bread Culinary Explorers design has received recognition for its outstanding creativity and ingenuity. It was awarded the Bronze A' Design Award in 2021, a prestigious accolade that celebrates designs that incorporate best practices in art, science, design, and technology. This recognition further solidifies IBIS Bread Culinary Explorers as a design that not only enhances the quality of life for consumers but also contributes to making the world a better place.