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Hops rebrand brings in Americana to celebrate company’s heritage

New packaging for Yakima Chief Hops uses a new color palette and logo to represent the company’s American heritage, high-quality hops, and long-standing relationship with the Yakima nation.

Yakima Chief Hops AFTER the redesign
Yakima Chief Hops AFTER the redesign

The explosive popularity of craft beer is fueling the dominance of American-style hops, which are known for big, bold flavor. One hundred-percent grower-owned Yakima Chief Hops, based in Yakima, WA, is the largest international provider of American-style hops.

The company as it is now was formed in 2014 when two industry leaders, Yakima Chief Inc & Hopunion, LLC, formally merged to form Yakima Chief – Hopunion, LLC (YCH HOPS). In 2018, the company changed its name to Yakima Chief Hops, honoring more than 30 years of connecting family hop farms to the world’s finest brewers. With a goal of global leadership and e-commerce, the company turned to brand strategy firm Retail Voodoo to help establish a completely new brand strategy.

According to David Lemley, Founder/Chief Strategist, Retail Voodoo, “We worked directly with them to clarify how they talk about hops, hop farming, their mission, and their history. This led to a new positioning focused on farming and science. We then helped them build their marketing and global e-commerce programs and did a complete rebrand, including a new tone, voice, packaging, marketing, and advertising materials.”

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