Yakima Chief Hops

Establishing hops leadership without using green.

30-years of history connecting family hop farms to the world’s finest brewers, heritage was celebrated naming the company Yakima Chief Hops and developing a new identity to push the brand to become a global leader for hops. Studying the market and seeing an opportunity for differentiation, a new logo was developed celebrating the American heritage of Yakima Chief Hops and it’s relationship with the Yakima Nation. The logo represents the past, present, and future of the organization with strong American heritage aesthetics connecting you to farming and craftsmanship. A navigable packaging design system was developed to work in-line with their machinery across multiple formats and products. Farmers were turned into heroes with heavy uses of portrait photography on packaging and across all materials. Sales materials, advertising, trade show experiences, signage, and websites were developed to complete total brand activation.

WHAT I DID

Brand Identity – Package Design – System Design – Brand Activation – Brand Guide – Signage – Trade Show
Retail Voodoo

One less green hops brand. Colors designed to disrupt the industry standard and deliver onlyness. Branding and product name are placed high on package for optimal visibility. Different farmers are profiled as hero’s on each package.

Master bags are printed on matte substrate, packing on assembly line imprints product name and all other details in-line across multiple forms.

Boxes utilize color navigation to avoid errors in warehouses. Box foil pouch masters are printed with branding and imprinted on assembly line with product badging. A detail that is usually left untouched and unnoticed.

Promotional hops poster for home-brew shops, business card design, and a website built to showcase e-commerce platform and proprietary technologies that show live customer data of purchased allotments.

Three trade show booths were created for 3 different shows in 3 different countries educating, sampling, and marketing with collateral, video, and farmer “Grower Wall.”

Yakima Chief Hops

Establishing hops leadership without using green.

WHAT I DID

One less green hops brand. Colors designed to disrupt the industry standard and deliver onlyness. Branding and product name are placed high on package for optimal visibility. Different farmers are profiled as hero’s on each package.

Master bags are printed on matte substrate, packing on assembly line imprints product name and all other details in-line across multiple forms.

Boxes utilize color navigation to avoid errors in warehouses. Box foil pouch masters are printed with branding and imprinted on assembly line with product badging. A detail that is usually left untouched and unnoticed.

Three warehouses next to each taking up entire city blocks were hand-painted, a very striking driving experience.

Dimensional signage creates dynamic shadows and appears to float above the main entrance.

Marketing and Hop Variety Hand Book educates about hop varieties and company mission.

Marketing new hops sometimes comes in the form of beer, which is hard to get mad at.

Promotional hops poster for home-brew shops, business card design, and a website built to showcase e-commerce platform and proprietary technologies that show live customer data of purchased allotments.

Three trade show booths were created for 3 different shows in 3 different countries educating, sampling, and marketing with collateral, video, and farmer “Grower Wall.”

Brand in action.