HVG
The HVG is the joint marketing organization of German hop growers and acts as a direct contact for breweries worldwide. It combines tradition and innovation to successfully position hops from Germany globally. The balancing act between tradition and modernity is not only evident in the hop farms, but also within the HVG.
The task
HVG faces the challenge of, to modernize its image in a changing industry and communicate it consistently worldwide. The contrast between tradition and innovation must be united in brand communication, both to appeal to breweries around the globe as customers as well as to create an identity for hop growers.
The challenge
The initial aim was to design a new website that was aesthetically pleasing as well as functional and performant. In addition, internal processes were to be optimized through digital solutions such as web apps for the growers and the purchasing team. The development of a modern brand image that reflects the complexity of hop growing and at the same time takes into account the needs of the target groups is at the forefront of all measures, both in print and online.
Our solution
The website relaunch by ADVERMA paved the way for new brand communication and meets the needs of breweries as potential customers. With the grower portal, the website also offers hop growers a digital solution for easy communication with HVG, the management of their contracts andand much more. Internally, digitalization was driven forward by implementing a sales and administration tool. In addition, numerous print products were revised, to strengthen HVG’s positioning as a global player on the worldwide hop market.
