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.
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.
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