Earthling Studio creates the brand identity for – Wingman – a new session IPA to sit as part of the Scottish craft brewers core line up, with the brief covering naming, visual and verbal brand identity.

Brewdog had recognised a gap in its portfolio, with lower-abv IPA’s identified as a value growth opportunity both in grocery and the on-trade. In order to challenge the category, the Punk IPA brewer has unveiled a departure from the rest of its core range with a bold new sub-brand identity that will disrupt shoppers at the point of purchase and drive impulse sales.

Creating a meaningful character: Brewdog approached Earthling Studio knowing they wanted a character at the heart of the new beer to help cut through a growing category. The easy drinking nature of a Session IPA makes it the perfect partner for good times with friends, the Earthling team started by exploring names that would fit with this occasion and landed on Wingman. A name that evoked camaraderie and loyalty. This inspired the character ideation, an Eagle was chosen as it was felt to embody the strength and free-thinking spirit of the Brewdog brand.

With this Wingman was born. His mission objectives, to lock onto legendary nights out, deliver quality beer and keep his squadron flying in perfect formation. All while “flipping the bird” to rival breweries and inferior beers.

An identity with impact and depth: When it came to the identity the team at Earthling Studio wanted to ensure a balance between powerful iconic visuals that would deliver great stand out, while being underpinned with quirkiness, fun and a touch of old school authenticity. The brand palette is a vibrant yellow, contrasting with the blue of the eagle to create a strong focal point. The accompanying word mark, drawn on the curve to frame the character takes influence from cinema to further build Wingman’s legend. The eagle illustration itself is also packed with discovery details, from tattoos to jacket patches, even the foot of a fallen comrade, each with its own story to tell.

“We approached the creation of Wingman like a film studio developing it’s next release with a legendary central character at its heart. First came the sticky name, quickly followed by the characters back story and lastly the brand creation. Brewdog were keen from the offset for the mascot to take centre stage which gave us the creative freedom to develop a character with depth and authenticity, that has the potential to stretch across multiple platforms. We can’t wait for the premiere of Wingman the movie!”

Stephen McDavid, Creative Partner at Earthling Studio: “Earthling partnered with the Brewdog in-house design team to sensitively extend the identity across a multitude of touchpoints including tap-handles, lenses, glassware, multiple pack formats and merchandise. A set of master animations were also commissioned to introduce the character and create a reference point for future activation.”

CMO of Brewdog, Lauren Carrol, comments: “We anticipate Wingman will become our biggest launch in 2024. Our shoppers love to experiment and try new styles, and with its great-tasting liquid and standout branding we are sure Wingman will quickly become a fan favourite. Working with the Earthling team on the creation process was fantastic, they challenge and listen in equal measure and the creative output is second to none”.

Earthling is a creatively led studio, building super-powered brands™ that people need, and the world can’t ignore. On a mission to partner with courageous brands to understand, unlock and unleash their super-power and go beyond the ordinary.

Since 2007 BrewDog has been on a mission to make other people as passionate about great craft beer as they are. From the Headliner series, which includes bold, uncompromising pack leaders like the flagship Punk IPA, to the Amplified range (beer, but turned up to 11), BrewDog brews beer that blows people’s minds and has kick-started a revolution.