For over a decade, wrapped bread has been in decline, as dietary tribes, occasion niches and new consumer behaviours have chipped away at bread's everyday significance as a national staple. Against that backdrop, Allied Bakeries and Hovis Group came together to form Hovis Bakeries, and we were appointed to give the newly merged business its positioning and identity.

With an audacious vision, we helped the new entity define itself as the category leader for its key retailer audience. Building on the brand idea of 'Nourishment', we gave the mission a voice in the line 'Nourishing the Nation', a bigger, broader claim than main competitor Warburtons' more intimate 'From our family to yours'. The stance alone signals leadership: a new business with the scale and confidence to shape the conversation.

We uncovered a visual idea hiding in plain sight: the four elements uniquely present in baking. Flour from the ground, water in the dough, air in the rise, heat in the oven.

The result, 'Elemental Power', is the authoritatively modern identity that leaves behind familiar bakery tropes, wheat, loaf, sunrise, and instead symbolises these elements coming together to create a primary source of nourishment. At the heart of the generative identity system sits a logo confident enough to stand alongside powerhouse brands like Hovis and Kingsmill.

Together, the identity becomes a metaphor for the strength, scale and dynamism of the converged business, and the nourishment it now provides to the nation.