Hobgoblin

Services

Strategy
VBI
Packaging

Reviving a Legend with Mischief and Meaning

Hobgoblin, the mischievous maverick of British ale, needed a bold new identity to bridge its rich brewing heritage with modern drinker expectations. As drinkers increasingly seek authenticity over fleeting trends, we set out to reimagine Hobgoblin as a true character for a new era, one who could stand proudly between the world of traditional ales and the crowded craft scene.

The result is more than a redesign. It’s a full character revival, bringing Hobgoblin to life as a living, breathing icon of individuality, personality and real ale values.

Rooted in the brand ethos Ale Real Character, we created a visual identity bursting with cheek, charm and story. We evolved Hobgoblin from a static illustration into an expressive figure who interacts with the world around him, mischievous, playful and always on the move.

The new design system is packed with layered storytelling and forest-inspired detail, bringing depth and discovery to every touchpoint. From packaging to point of sale, the experience is rich in surprise and delight, pulling drinkers into Hobgoblin’s world and rewarding their curiosity.

This is not just a refresh. It’s an ale renaissance, reasserting the value of real character in a market full of fleeting style. A rallying cry for those who drink different and live true.

Join our Hobgoblin in celebrating the art of being brilliantly different while remaining true to oneself. Whether you’re unwinding after a long day or raising a pint with mates, let Hobgoblin inspire you to embrace your inner uniqueness. After all, in ale as in life, true beauty always lies within.