Žatec and the Landscape of Saaz Hops

Identity for Žatec and the Landscape of Saaz Hops

Visual Identity

Žatec and the Landscape of Saaz Hops was named a UNESCO World Heritage Site in 2023. Shortly after, a competition was announced to develop its visual identity — and we decided to take part.

After in-depth research, we defined our main goal: to create a clear, engaging way for this unique and historically rich region to communicate its value. People shouldn’t have to do deep research to understand Žatec — the story should come to them.

We chose hop green as the primary color of the identity to reflect the region’s natural treasure. Instead of traditional or historical typefaces, we used a modern Czech typeface Yellix to signal that this identity is not about looking back — it’s about the future.

We deliberately avoided the cliché of the hop cone. Instead, we used organic forms to express what hops really represent: nature, growth, and Czechia’s “green gold.” The arrow became our symbol of movement — representing the constant flow of people, workers, tourists, and export that define this living landscape.

We also created a flexible color palette that reflects the different parts of the UNESCO site:
– Brown and beige for architecture
– Blue for the Ohře River
– Dark and hop green for nature and hop fields
– Magenta for the unique local hop variety

This palette allows the identity to adapt across various communication channels while maintaining coherence and character.

As part of the visual identity system, we designed:
– A website and digital communication
– A landscape guide
– Merchandise
– A traveling panel exhibition
– And much more

Here are some behind-the-scenes moments from the process. :)
We look forward to future collaborations.

Need a visual identity? Let’s talk.

Read more about this case→ časopís font, idnes, novinky.cz