Earthling Studio recently designed the packaging for Brewdog’s new IPA, WINGMAN, in response to the identified growth opportunity in the lower-ABV IPA category. Brewdog sought to disrupt the market with a bold sub-brand identity that would captivate consumers, and Earthling Studio’s approach was to create a character at the heart of the beer. The chosen name, WINGMAN, evoked camaraderie and loyalty, with an eagle symbolizing strength and the free-thinking spirit of Brewdog.

The packaging design carefully balanced bold visuals while infusing elements of quirkiness and old-school authenticity. The vibrant yellow palette, contrasted with the blue of the eagle, creates a compelling focal point, with the wordmark artfully drawn on a curve to frame the character, drawing inspiration from cinematic aesthetics to enhance WINGMAN’s legendary status.