Carlsberg Marston’s Brewing Company (CMBC) has unveiled a fresh look for its Hobgoblin craft beer range, with a new visual identity that puts the brand’s namesake character front and centre.
In consumer testing, CMBC said sentiment towards the new design had been overwhelmingly positive, with drinkers seeing the new identity as more modern, eye-catching and characterful.
To support the new look, the brewer will launch a new in-store campaign in major retailers later this year.
Jo Marshall, Director of Marketing, Craft & Ales at CMBC, said: “Our new visual identity takes inspiration from our rich history, but reinvigorates our goblin as a modern, characterful personality to win over new drinkers far and wide. For our brand loyalists who have been with Hobgoblin for many years, have no fear – we may have a new look, but we’re still proud to be ugly!”
