Not much had changed in the 2 years since the merger of two of the leading hop growers in the Yakima Valley. Fear of tarnishing the legacy of both brands had stalled the brand’s plans.
How We Helped
We aligned leadership of both organizations and six generations of hop farmers on a path forward to create new naming, brand positioning, and a holistic design ecosystem, including packaging, website, and tradeshows to set the new brand apart. The tagline – American Hops from the Pacific Northwest – was created to resonate internationally that PNW is the best hop-growing region in the world while keeping all the microbreweries as fans.
The Results
Yakima Chief Hops is now the global leader in American hops and continues to disrupt how hops are bought & sold globally.
“When we needed help differentiating our brand in a crowded market space, Retail Voodoo and their unique process led the organization to a compelling and exciting space.”
– Kate Ruffing CMO, Yakima Chief Hops
Scope Of Work
Audits & Analysis
Audience Insights
Research & Insights
Trend Analysis
Brand Positioning
Naming
Visual Strategy
Packaging Design
Environmental Design
Branded Ecosystem
Sales Collateral
Photo Art Direction
Tradeshow
Building Signage
Brand Bible
Website
Before
After
We helped Yakima Chief Hops become the global leader in American hops and disrupt a commoditized market.
