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Hovis

Low carb bread to set you free

Hovis has long been a feature of Britain’s breakfast tables and lunch boxes. But to appeal to a new generation of health-conscious consumers, the baker developed a range of low-carb alternatives.

Brand IdentityBrand StrategyPackaging

The insight

Research revealed that consumers were divided. They loved the taste but they didn’t like the way bread made them feel – weighed down and lacking in energy. ‘Carbs’ has become a dirty word.

The idea

Our design emphasises lightness as well as natural cues. The wheat in the foreground weaves around the loaf as the kernels transform into birds and take flight. The uplifting illustration reflects the proposition behind the range – to ‘set you free’.

The impact

+30%
incremental sales to the category
ONLY
major brand delivering growth (vol & val)

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Get in touch

Give us a call, drop us an email or just pop by one of our studios.

Leeds

105 Water Lane,
Leeds,
LS11 5WD

+44 (0)113 318 4500 [email protected]

London

27 Gee Street
London,
EC1V 3RD

+44 (0)20 7637 0884 [email protected]

New York

531 West 25th Street
3E, New York,
NY 10001

+1 (646) 2530520 [email protected]

Melbourne

78 Docker Street
Richmond,
VIC 3121

+61 (0)3 9207 8100 [email protected]

Singapore

759A North Bridge Rd
Singapore,
198727

+65 6298 1858 [email protected]
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