Goblin Mode — Feed The Void

A self-initiated project built to enter the craft beer category. Craft beer is one of the loudest categories in CPG, where shelf differentiation is the entire game, and most new entrants compete by being either prettier or weirder than the brand next to them. Goblin Mode was an exercise in seeing how far the "weirder" lane could be pushed while still holding up as a real brand system. The identity centered on character-driven illustration and irreverent typography. Each SKU got its own goblin (Gas Guzzler, Cannon Fodder, Hoarder), giving the lineup room to grow with new characters as the system extended. The wordmark itself was built loose and hand-drawn to feel like it came from the world the goblins live in, not applied to it from outside. The project covered brand identity, label design, packaging, coasters, and a six-pack carton system. Built end-to-end as proof that the brand could compete on a real shelf.

Previous Project Next Project