PB Creative brands Wing-Co milk drink with ‘wingman’ designs

PB Creative has designed the branding and packaging for new milk drink Wing-Co, featuring a mustachioed ‘wingman’ character.

Wing Co milk drink
Wing Co milk drink

The consultancy was appointed by Wing-Co parent brand Arla at the end of last year following a recommendation from a previous client.

It developed the name, tone of voice and visual identity for Wing-Co, a high-protein drink aimed at what Arla calles ‘Balanced Blokes’ –  ‘everyday’ men in their 30s who ‘aren’t sucked in by lots of marketing rubbish’, according to PB Creative director Ben Lambert.

Lambert says, ‘We wanted to create a completely new look within the flavoured milk category, something iconic that would stand out, disrupt on shelf and ultimately make you smile!’

The consultancy created the strapline ‘shoots down hunger, fast’, and used an aviator ‘wingman ‘ character on packaging, aiming to reflect the idea that the drink is always on hand for ‘hunger emergencies’, according to PB Creative.

Wing Co milk drink
Wing Co milk drink

The typography was chosen for its ‘straight-talking’ look, according to PB Creative design director Sophie Escribano.

She says, ‘[Wing Co] does exactly what it says on the tin. We wanted the sense of humour but without being too patronising, so I think that’s reflected in the type and in the tone of voice on the back of pack, which is quite fun and light hearted.’

Lambert adds, ‘The characterful designs felt right. It was about creating something memorable and something on-shelf that had a sense of humour. We hope the character reflects the sense of humour of the guys we’re aiming at.’

Hide Comments (3)Show Comments (3)
  • Joanna W November 30, -0001 at 12:00 am

    Hi guys,

    Wow, nice design. Love it. When has it appeared in the market? I haven’t seen it anywhere.
    Would you mind to send us few to try. We are professionals, working in finance in the centre of town. Most of us exercise in the local gym-lunchtime and after work (I personally go twice a day). It would be great to try a new product, as you know, proteins is all that we need 🙂 I have bunch of friends here (15 people) and I would love to please them with Wing-Co. Show us some love guys! 🙂
    Best Regards,

    This is where we are based:
    Skrill company
    Welken House
    10-11 Charterhouse Square
    London EC1M 6EH
    United Kingdom

  • malcolm mcewen November 30, -0001 at 12:00 am

    haha… let me get this right… it’s a completely new look for a chocolate flavoured milk drink that is dilivered in a bottle that is meant to imply it’s a plane (spitfire by any chance) piloted by a gay porn star: and this is aimed at ‘everyday’ men in their 30s who ‘aren’t sucked in by lots of marketing rubbish’,.. best laugh I’ve had all week.. send my regards to the idiot who dreamed this one up.

  • Sherry Nash November 30, -0001 at 12:00 am

    Wow !! You have made very attractive design in simple way, What can i say for this. In my opinion I would like to put in writing like this additionally – taking time and actual effort to make a very good article. Check out whom I recommend also like http://www.aropack.com

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