Thirst Craft embarked on an exhilarating quest: to revitalise the Hobgoblin brand, boosting its appeal among younger drinkers seeking authenticity, while keeping its loyal fans. Hobgoblin, a leader in Premium Bottled Ale, needed to stand out in a challenging category, caught between familiar old stalwarts and an explosion of craft beers clamouring for attention.

We immersed ourselves in the world of modern ale drinkers, exploring the tensions between tradition and innovation that define today’s market. We found a significant group yearning for something genuine – neither boringly traditional nor trying too hard to be ‘cool’.

Our strategy centred on the powerful concept of ‘Ale with Real Character.’ This platform allowed us to embrace Hobgoblin’s unique status as a beer mascot, turning his quirky distinctiveness into his greatest strength. We saw an opportunity to create a holistic approach, building distinctive assets and celebrating our difference to forge a strong identity for the future – one that offered depth and authenticity in a market of superficiality.

The result? A visual identity that unleashes the full potential of our Hobgoblin. We’ve championed character and humour, using a vibrant colour palette across our SKUs and introducing discoverable elements from the Hobgoblin’s forest lair. The new design creates interest and intrigue, challenging drinkers to look beyond the surface and discover the depth of flavour and character within each bottle.

We transformed the Hobgoblin himself from a storybook outline into a bold, vibrant character that’s larger than life. Bold shadows and crisp lines bring him to the fore, while his pose now directly engages the consumer. We celebrated his imperfections – warts, snaggle tooth, and unkempt hair – while refining his props, like the jewels and coins he’s found in the forest – for a more cohesive story. Inspired by the original, we kept his classic red jerkin, bridging past and present in this vivid new iteration.

Our work extends beyond packaging to encompass a complete brand world, including point-of-sale materials for both on and off-trade, bringing fun, witty details of the Hobgoblin’s work, like axe handle taps and pumps, to life. We’ve positioned Hobgoblin as the choice for those who celebrate authentic individuality and seek a deeper, more characterful ale experience without pretence.

This project represents more than just a redesign – it’s a renaissance for the ale category. By embracing its unique personality and storytelling potential, Hobgoblin is set to capture the imagination of a new generation of drinkers while retaining its loyal fan base. It offers a refreshing middle ground for those caught between predictable traditional ales and the sometimes overwhelming world of craft beer.

Let’s raise a glass to real character and the Hobgoblin inside all of us!