I believe Bloodborne had immense help from From's very, very good habit of not plodding on about things that can be reasonably picked up from context and the environment. I cannot say that their menagerie was particularly horrifying, but it was certainly intriguing, and it simply worked with the setting. It was, in this day and age, Lovecraftian horror done right. Not expected to frighten everyone's underpants off due to its mere presence, but as an engaging undercurrent to a story and setting. Less about cashing in some potential cheap scare, and more about being fascinating. Jolly good.
Of course, the general pastiche of a Lovecraft story is someone or other finding some creature and going irrevocably mad by how different and un-right they are. I mean, a Shoggoth would be unnerving to be faced with, certainly, but it would not be very difficult to adjust to it, surely? They are more intriguing than they are mindblowingly scray omg omg!11. Speaking of, the monsters from Amnesia: The Dark Descent. I rather liked the game (well, I wish there were more I could do than just slink off into a cupboard and suck my thumb), but after I got one good, long look of the main monsters, I could not take them seriously, with their long, happy-slappy jaws.