Since the mega-merger of two industry leaders, the brand changed its name from YCHHOPS (YakimaChief HopUnion Hops) 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, they turned to Seattle-based brand strategy firm, Retail Voodoo (retail-voodoo.com) to help establish a completely new brand strategy.
“We worked directly with them to clarify how they talk about hops, hop farming, their mission and 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 new tone, voice, packaging, marketing and advertising materials," said David Lemley, founder/chief strategist, Retail Voodoo.