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 during Halloween.