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.
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.
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’.