Unfortunately none of the suggestions so far have got rid of all the text. I've decided to go a different way and instead of using fbi /fmi to swap through several images on boot I've replaced the image in /usr/share/plymouth/themes/pix/splash.png with some full screen branding, removed the panel by commenting everything in the below file (sed included for ease)
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sudo sed -i 's/^\([^#]\)/#\1/g' /etc/xdg/lxpanel/LXDE-pi/panels/panel
and lastly used the same branding image I swapped the splash for as the desktop image. This keeps things looking clean until chromium starts for my kiosk application. It would be nice to keep using fbi / fmi for the loading spinner I had previously but for now I'm happy to have something that looks clean and works.