Curious bakes new identity for Hovis

Curious Design Consultants has completed a new brand identity for Hovis, to differentiate it from competitors which, client British Bakeries claims, have copied its style.

“Hovis had been copied by own-label and brand competitors to a point where it no longer owned its identity. We were brought in to rethink the brand – to differentiate it and to give it a contemporary feel,” says Curious creative director Derek Martin.

The new logo will be unveiled later this month with the launch of a new square-cut loaf. It will roll out right across the brand’s product, literature and livery over the next two years.

Rank Hovis, miller of the Hovis flour, will also introduce the logo on its Hovis branded products.

Hovis has 28.5 per cent of the white bread market and 22.3 per cent of the wholemeal sector.