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BrandOpus avoids bread tropes for newly formed Hovis Bakeries corporate identity
The merger of Hovis Group and Allied Bakeries into Hovis Bakeries highlights the importance of creating a distinct corporate identity that avoids clichés associated with the bread industry. This strategic branding approach emphasizes the need for thoughtful visual and verbal identity development to effectively communicate the brand's values and mission in a competitive market.
Design Week: Associated British Foods subsidiary Allied Bakeries has completed its acquisition of Hovis Group, bringing the two organisations together under a single umbrella entity named Hovis Bakeries. To establish a dedicated corporate presence for the merged business, branding agency BrandOpus was appointed to create the positioning, visual identity, and launch messaging centred on the concept “Nourishing […]
The article discusses a significant corporate rebranding effort in the food industry, which is impactful for brand strategy professionals, while also presenting a fresh approach to identity development that avoids common clichés.