If it doesn't have hops, it's not beer. It becomes something else, like malt liquor or mead. Even stouts and lambics and other styles that don't taste as hoppy contain hops. [Before anyone jumps my case, beer without hops does exist, it's just not called beer. It's called gruit.]
As to the design, I also saw hops immediately. I do have to agree though, that even though there are some really hoppy stouts (Victory Storm King, dang!), in general the first thing I think when I hear stout isn't hops. The design definitely has more mass appeal than a lot of other stout labels, that's for sure (it's not as dark and brooding as most stout labels).