Champion: Hobgoblin Ale
This refreshed visual identity for Hobgoblin Ale was designed to inject new life into the brand, 40 years after it was first brewed. Its colourful namesake character was handed the spotlight in vivid detail across packs intended to strike a balance between tradition and modernity.
The new design was tested extensively with premium ale drinkers, who loved the modern, eye-catching and characterful look – a sentiment echoed by our judges, who felt the high-quality imagery was bolder, brighter and more inclusive. The attention to detail “should be applauded”, they added, with the new look retaining all the signature brand cues but in a way that will broaden appeal to a younger ale drinker.
Register your interest for the New Product & Packaging Awards 2026
Gold
- Hobgoblin Ale
- Arrowtown Drinks Vodka Sodas
- Press Healthfoods Cold-Pressed Juice Range
Silver
- Zilk Plant-Based Barista Range
Bronze
- Hip Pop Tropical Peach Soda
- Flow Irresistible Chocolate
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