Hopfengut No20

Once the hops
have you …

… they never let you go. We found that we were no excep­ti­on – when we immer­sed our­sel­ves in the world of hops and crea­ted a cohe­rent, living brand con­cept for Hop­fen­gut No 20 in Tett­nang. Both on and off­line. By the time we were finis­hed, the for­mer muse­um had been trans­for­med into an ent­i­re world of expe­ri­ence. We also added a shop, a small but ele­gant show bre­we­ry, a sty­lish cate­ring area and a brand-new pro­duct ran­ge plus event hall. As well as an exci­ting, sea­so­nal pro­gram­me focu­sing on the “green gold”.

Brand – refreshingly defined

From small hop muse­um to thri­ving hop esta­te. From unadul­te­ra­ted hop shoots to the fla­vour and aes­the­tic plea­su­re of the bot­t­led end pro­duct, we stra­te­gi­cal­ly ali­gned the fol­lowing busi­ness are­as: hop cul­ti­va­ti­on, gas­tro­no­my, bre­we­ry, shop and muse­um. A refres­hing brand with a fresh look and a pinch of rest­ruc­tu­ring has thus suc­cess­ful­ly estab­lis­hed its­elf – along with the per­fect sales stra­te­gy. Howe­ver, the jour­ney to Hop­fen­gut No 20 is far from over …

Pure pleasure architecture

During the archi­tec­tu­ral rede­sign of the his­to­ric Seal Hall, the Humu­lus lupu­lus was given the space it deser­ves. Gas­tro­no­my. Event and semi­nar loca­ti­on. Farm and muse­um shop with its own (deli­cious) pro­du­ce. Refe­ren­ces to the histo­ry of hop gro­wing in Tett­nang – and at the site its­elf – can be found ever­y­whe­re. And becau­se this spe­cial plant only reve­als its true cha­rac­ter in a beau­ti­ful atmo­s­phe­re, we natu­ral­ly inclu­ded the sur­roun­ding land­s­cape in our concept.

Hopfengut_Neu
Ser­vice phases:
HOAI 1 – 9
Area:
1200 m²
Ser­vice phase:
Exe­cu­ti­on drawings

Multifunctional retail design

Hops are a real cha­me­le­on among plants. Won­der­ful­ly ver­sa­ti­le. A cha­rac­te­ris­tic that crea­tes an inspi­ring bree­ding ground for an envi­ron­ment that lea­ves not­hing to be desi­red. In terms of shop design, for examp­le. And whe­re things real­ly get hea­ted – in the bre­we­ry its­elf. This is whe­re the sen­ses are pri­med, and the anti­ci­pa­ti­on builds for the sub­se­quent – and eager­ly awai­ted – beer tas­ting. And whe­re you could, if you wish, try your hand at being a bre­wer for a day. A mul­ti­func­tio­n­al space, so to speak. And all in exqui­si­te taste.

atelier-522-hopfengut-no20-18

Corporate & product design

In with the old, in with the new. This real­ly hits the nail on the head when describ­ing our rede­si­gned cor­po­ra­te iden­ti­ty for Hop­fen­gut No20. We refi­ned the brand mes­sa­ge to ensu­re that its full-bodi­ed fla­vour comes across even more inten­se­ly. From rede­signing the logo to crea­ting brochu­res, pos­ters, adverts and postcards.

Sustainable brand experience

The­se days, peop­le don’t just want to con­su­me hop-based pro­ducts – they also want to dis­play them! So we came up with a selec­tion of com­ple­te­ly new bot­t­les in which to ser­ve the beer, as well as a new, tas­te­ful pack­a­ging design. In this way, we crea­ted a sti­mu­la­ting and sus­tainab­le brand expe­ri­ence that embo­dies that cer­tain spe­cial “some­thing”.

Dive into

An ele­gant brand design that both appeals and plea­ses – far bey­ond the bre­we­ry walls. Into the fur­thest reaches of the World Wide Web. When deve­lo­ping the web­site, inclu­ding its struc­tu­re and ent­i­cing con­tents, we were natu­ral­ly inspi­red by the world of hops. Which is why, across all media, our new cor­po­ra­te design adds a tru­ly exqui­si­te note.