Hovis Good Inside packaging, by Bloom


Bloom has created designs for the new Good Inside range of breads from Hovis.

Bloom design director Bobby Wells says: “Our design idea is inspired by the power of the wheatgerm seed, which has always been part of Hovis’ story.

“The new recipes are baked with wheatgerm, the smallest part of the wheat kernel which contains 14 essential vitamins and minerals, so we created the Story of Nature to celebrate the seed’s journey from field to plate.”

The new range follows Bloom’s design work on Hovis’s premium bread range and new brand architecture for the entire brand range.