Hovis has appointed Curious to overhaul the branding and packaging of its bread range after a three-month paid creative pitch against Lewis Moberly.
Parker Stratton, which merged with Curious earlier this year, has worked on the Hovis brand for the past ten years.
Curious is 14-strong in London and now has franchises in Sydney, Aukland and Melbourne. Others are planned for Singapore and the US West Coast. The consultancy is setting up a new office in Johannesburg by the beginning of next year, says creative director Derek Martin.