The Head for the Hills Georgetown Craft Beverage Festival, formerly the Georgetown Craft Beer Festival, evolved its brand to reflect a more contemporary spirit and connect with a wider audience. While the festival had a strong foundation, it needed to appeal to younger attendees and distinguish itself within a crowded event landscape. The idea centered on introducing a mascot, George, who personified the festival’s fun-loving, adventurous, and welcoming spirit. Built around the human tendency to connect with character-driven storytelling,
George became the face of the refreshed brand. The rollout included a series of teaser videos that introduced him as the festival’s new “hire,” followed by a digital campaign and website launch that established his role as the festival’s spokesperson. George’s presence extended into the live event itself, engaging attendees and reinforcing the festival’s renewed personality. The rebrand provided a cohesive, relatable identity that modernized the festival, strengthened audience connection, and expanded its appeal across demographics.
George became the face of the refreshed brand. The rollout included a series of teaser videos that introduced him as the festival’s new “hire,” followed by a digital campaign and website launch that established his role as the festival’s spokesperson. George’s presence extended into the live event itself, engaging attendees and reinforcing the festival’s renewed personality. The rebrand provided a cohesive, relatable identity that modernized the festival, strengthened audience connection, and expanded its appeal across demographics.
