New-look Hovis products signal change

Bloom has redesigned Hovis’ premium range breads and put in place “structured brand architecture”, which will influence other ranges.

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Bloom has redesigned Hovis’ premium bread range with a new look, which indicates impending change across the rest of the brand.

The Seed Sensations, Granary and Wheatgerm products which fall under the premium category now sport a new loaf-shaped logo lock-up.

This is one of the changes which Bloom design director Bobby Wells says addresses “freshness, customer satisfaction and trust”.

He adds: “We’ve moved away from really clean graphics and added new typography and illustration which helps show quality and a sense of ‘from us to you’”.

Illustrations show baking provenance

Bloom commissioned illustrators to draw the ingredients and production techniques which go into baking.

“Artisinal bakeries and the personal presentation bakers give to their products” have inspired the design, Wells says.

While the Hovis lettering remains unchanged it has been given new highlights and lowlights.

New look to spread across Hovis range

Meanwhile the colours have been clarified in a bid to “make them feel more natural, rather than being about big bold flavours,” Wells says.

The new look puts in place a structured brand architecture, which will be applied consistently across existing and new Hovis ranges, according to Wells.

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