Maximising the brand’s key asset.

Hobgoblin sales were dependant on Halloween, across both pubs and supermarkets.

The old label was very cluttered with traditional scrolls and banners that pushed the Goblin into the background,
creating a gothic look and feel that appealed to a small consumer base.

Bringing the Goblin to life gave the brand a bold and modern feel and appealed to a wider consumer profile.
The design was successful in getting supermarkets to stock Hobgoblin
all year round instead of only during Halloween.