DIRECT: Design choice - Hovis

It's Sunday afternoon and I am strolling around the local

supermarket with my daughter. As I turn into the bakery aisle I look

across at the shelves and say under my breath, 'cool, very cool'.

There they are: loaves of bread wrapped in baked beans. And there's one

with eggs. Hold on a minute, here's one with cheese, one with cucumbers

and another with tomatoes.

The thing I love about the designs is that they are a million miles away

from a young boy pushing his bicycle up a cobbled hill, yet they

maintain all the charm, warmth and comfort I expect from the brand.

It's nice to see the biggest and most established brand in that sector

having the guts to change a recognisable look. I don't know what the

design agency said when it presented the designs, but that's one meeting

I would love to have been in.

Some design agencies, when they get a re-brand brief, just make a few

tweaks and charge the client a fortune. Judging by what I have seen of

the supermarket shelves recently, it goes to show that this fantastic

packaging sells.

When I look at these loaves I no longer think 'bread', I think 'quick,

simple, comforting food'. So how long will it be until the own-brands

start the imitation process?


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