Hovis gets fresh look from JKR

Hovis is set to launch its latest look by Jones Knowles Ritchie.

Pictured are exclusive visuals of the Hovis brand, following its announcement of a redesign for the well-known packaging in May.

JKR has redesigned the branding and packaging for the entire Hovis range, including its wholemeal and little brown variants.

The latest £15m marketing push sees the existing logo and colour palette revised, shifting focus back to Hovis’ ‘premium brown’ heritage and healthy credentials.

The brand has a strong design legacy. Over the past decade, Hovis has gone through several reincarnations, with groups including Vibrandt, Williams Murray Hamm and Design Bridge all working on the design.

Hovis made a concerted push into the white bread category in 2001, with its ‘beans’ packaging designed by Williams Murray Hamm.

Its subsequent redesign in April 2005 by Design Bridge evolved the iconic ‘Big Food’ pack designs created by Williams Murray Hamm, in an effort to make it easier for consumers to make choices across variants.

The wheat sheaf on the Hovis logo was replaced with a more contemporary and stylised typeface, featuring a deep aubergine coloured background with an arc of gold at its base to represent a rising loaf of bread.

Hovis’ parent company, Premier Foods, is looking to claw back market share from competitors Warburtons and Kingsmill.

Earlier this summer, Premier Foods appointed Jones Knowles Ritchie to its roster, alongside Landor Associates, Coley Porter Bell and Vibrandt.

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