British Bakeries has relaunched Hovis Wholemeal as part of the redesign of the whole Hovis range, with packaging by Parker Stratton.
The consultancy has also created the pack for a new loaf brand called Hovis Soft Wholemeal.
“It is an attempt to bring synergy to Hovis,” says consultancy partner Derek Martin. Parker Stratton has been working for Hovis for nine years and was responsible for redesigning Hovis White in July 1994.
“We were asked to carry over the same shelf-impact and packaging style to the brown sector,” Martin adds.
The impact of the graphics and colour-coding has been increased while the transparent part of the packaging has been removed to help the bread to compete more “loudly” on the shelf, according to Martin.