Hovis launches new-look premium range

By Michael Feeley | Founder and chief exec

Bloom London


The Drum Network article

This content is produced by The Drum Network, a paid-for membership club for CEOs and their agencies who want to share their expertise and grow their business.

Find out more

July 8, 2015 | 1 min read

Hovis has collaborated with strategic design agency Bloom to re-launch its range of premium breads.

Briefed to refresh the brand and draw upon Hovis’ unrivalled 125 years of baking heritage, Bloom has created a new loaf-shaped logo lock up to give the brand added prominence on shelf.

Bloom’s design director Bobby Wells said: “We wanted to create a design that reflects the superior taste and expertise of Hovis. We took inspiration from the visual language of artisanal bakeries and the personal presentation bakers give to their products. Beautifully crafted iconography was used to give the design a trustworthy feel that tells the unique story of how each loaf is produced.”

Creative director Simon Adamson said: “With woodcut illustrations and premium-inspired colours, we’ve created a design that feels freshly delivered from the Hovis bakery – from us to you.”

Bloom’s work also features a seal of quality, used to highlight Hovis’ promise of goodness, taste and no artificial preservatives.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

Hovis’ re-designed premium range arrives in stores this week.

Content created with:

We are Bloom. An independent design agency with global reach.

Find out more


Industry insights

View all
Add your own content +