Hovis premium baked farmhouse wholemeal bread on top of a sack with a wheatfield background

A tasty slice of the bread category

Formed in 1886, Hovis is one the UK’s oldest brands and a staple in households across the land. To support two news loaves – a wholemeal variant and a white loaf – we were tasked with bringing together Hovis’s heritage, high quality ingredients and the tasty bake  texture into this flagship design.

Hovis premium baked farmhouse soft white bread on top of a sack with a wheatfield background

Our less-is-more design strategy allows the carefully-crafted loaf to be clearly visible while the wheat sheaf illustrations deliver the cues that identify this loaf as the very best that Hovis bakes. The designs re-opened new mass-retail channels for Hovis and remains a strong performer three years from launch.

outline of what in brown on a beige background
Quote from the Hovis marketing director sharon barraclough about threesixty design packaging design. White text on a brown background

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