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![Type vector Casestudy 01](/imager/images/20003/Type_vector_Casestudy-01_2a73786203be8056e14db254713fe877.png)
![Nzhops rock](/imager/images/20036/nzhops_rock_2a73786203be8056e14db254713fe877.jpg)
![NZ Hops 7](/imager/images/38106/NZ-Hops-7_2a73786203be8056e14db254713fe877.jpg)
![Type vector Casestudy 02](/imager/images/20181/Type_vector_Casestudy-02_2a73786203be8056e14db254713fe877.png)
NZ Hops is a cooperative of master growers from the Nelson region, with over 150 years of experience. They needed a brand identity to reinforce their rightful position as innovative industry leaders.
Our eyes turned to the bract. It’s the part of a hop that acts as a shield by interlocking with other bracts, protecting the aromatic magic beneath the shell.
![NZ hops style guide](/imager/images/26168/NZ-hops-style-guide_2a73786203be8056e14db254713fe877.jpg)
![NZ Hops 4 Book](/imager/images/38133/NZ-Hops-4-Book_2a73786203be8056e14db254713fe877.jpg)
![NZ Hops 9 pillowboxes](/imager/images/38141/NZ-Hops-9-pillowboxes_2a73786203be8056e14db254713fe877.jpg)
![2boxes new](/imager/images/26056/2boxes_new_2a73786203be8056e14db254713fe877.jpg)
![NZ Hops 8 harvest](/imager/images/38135/NZ-Hops-8-harvest_2a73786203be8056e14db254713fe877.jpg)
![NZ Hops 3 boxes](/imager/images/38137/NZ-Hops-3-boxes_2a73786203be8056e14db254713fe877.jpg)
![NZ Hops Motuere Box](/imager/images/38778/NZ-Hops-Motuere-Box_2a73786203be8056e14db254713fe877.jpg)
It’s a perfect metaphor to describe the New Zealand Hops cooperative - a group of growers, coming together to nurture and fiercely protect the magic they’ve cultivated for over a century and a half.
The shield-like profile talks to the brand's strength and tenacity, but also speaks to the heraldry of past ancestry. While the refined, cleaner-lined form speaks to innovation. The Bract is flexible, easily identifiable on packaging and B2B collateral, and looks great when motion is applied.