PB Creative was appointed by Wing-Co parent brand Arla following a recommendation from a previous client.
PB 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!’ PB Creative created the strapline ‘shoots down hunger, fast’, and used an aviator ‘wingman ‘ character on pack, aiming to reflect the idea that the drink is always on hand for ‘hunger emergencies.’
The primary objective of the redesign was to ensure that Toni&Guy stayed relevant and competitive in a crowded market filled with premium brands focusing on salon quality and strong heritage. Ben Lambert, Co-Founder and Creative Director at PB Creative, explains: “Against a backdrop of fierce competition, it was time for Toni&Guy to create a new design that captured its own vibrant personality and translated it in a way that would make a striking impact on an audience driven by bold statements and fashion-led design.”