Hovis: Hovis launches new-look premium range

Hovis has collaborated with strategic design agency Bloom to re-launch its range of premium breads.Briefed to refresh the brand and draw upon Hovis' unrivalled 125 years of baking heritage, Bloom has created a new loaf-shaped logo lock up to give the brand added prominence on shelf.Bloom's design director Bobby Wells said: "We wanted to create a design that reflects the superior taste and expertise of Hovis. We took inspiration from the visual language of artisanal bakeries and the personal presentation bakers give to their products. Beautifully crafted iconography was used to give the design a trustworthy feel that tells the unique story of how each loaf is produced."Creative director Simon Adamson said: "With woodcut illustrations and premium-inspired colours, we've created a design that feels freshly delivered from the Hovis bakery - from us to you."Bloom's work also features a seal of quality, used to highlight Hovis' promise of goodness, taste and no artificial preservatives.Hovis' re-designed premium range arrives in stores this week.