A tasty slice
of the bread
Formed in 1886, Hovis is one the UK’s oldest
brands and a staple in households across the
nation. 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 andremains a strong
performer three years from launch.