31-year-old Hobgoblin brand redesigned
From:Packaging News Brand design consultancy Butcher & Gundersen has unveiled a new design for Hobgoblin, one of the original craft beers.
It’s the first redesign in the brand’s 31-year history and the new look, which retains the famous Hobgoblin character, is bold and contemporary and is part of a project which saw Butcher & Gundersen overhaul the image of their three key beers and the wider Wychwood portfolio, also owned by Marston’s.
Zeffy Dougekou, creative director at Butcher & Gundersen, said: “Rebranding Hobgoblin is one of the most challenging projects that we have done for Marston’s. The legendary Hobgoblin character is an essential part of its identity and we wanted to simplify the brand, retain mythical associations, but focus on a more contemporary look to help it reach a new audience.”
Joanne Wyke,, marketing manager, Hobgoblin and Wychwood Brewery at Marston’s, explained: “The fresh new look will make the brand more accessible to new consumers. It is a bold change for Hobgoblin. We know how much it is celebrated as the leader of the pack and the power of its legacy among great British beers. The design revamp is just the beginning of the journey we want to take our consumers on and it will be the quality, taste, and range of the beers that will keep everyone coming back.”
Alongside Hobgoblin Ruby, Marston’s is also increasing focus on the award-winning Hobgoblin Gold and Hobgoblin IPA, which was awarded the World’s best IPA in 2018. In the New Year, Marston’s will revamp the complete Wychwood portfolio bringing a new range of beers to market.
The new look Hobgoblin will be available in most major supermarkets and will be available in both cask and keg format in pubs from 1 November 2019.
Chris Keating, director of marketing at Marston’s commented about working with Butcher & Gundersen on the redesign: “It has been quite a journey to ensure that we captured our vision for the Hobgoblin brand going forward. Zeffy and the team always understand our thinking. They were therefore able to deliver the exact look and feel we wanted for our current and future customers. The sign of a great partnership”
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