Background
The Head for the Hills Georgetown Craft Beverage Festival, previously known as the Georgetown Craft Beer Festival, is an annual celebration of craft beverages held in Georgetown. In 2023, the festival underwent a rebranding effort to refresh its image and appeal to a wider and younger audience. Organizers recognized the need to revitalize the festival’s brand identity and enhance its appeal to a diverse audience while maintaining its core values of celebrating craft beverages and fostering community spirit.
The Idea
Enter George, the charismatic and witty mascot introduced as the centerpiece of the rebranding campaign. George personifies the spirit of the festival – he’s good-natured, fun-loving, adventurous, open-minded, and always up for a good time. With his youthful energy and relatable personality, George became the face of the Head for the Hills Craft Beverage Festival, resonating with both existing attendees and new potential visitors.
By embodying the festival’s values and connecting with attendees on a personal level, George played a pivotal role in revitalizing the event, driving increased attendance, expanding demographic reach, and strengthening the festival’s brand image and community connection.