Creating Wingmate – A New Kind of Men’s Personal Care Brand

Wingmate started with a simple insight: today’s men are looking for smarter, more streamlined ways to take care of themselves — and often, the women in their lives are helping guide the way. The team behind Wingmate approached Canopy with the vision to create a men's personal care brand that felt fresh, approachable, and rooted in real needs, not outdated stereotypes.

Canopy led the development of Wingmate from the ground up, beginning with strategic positioning to define a clear, differentiated brand story: a skincare line powered by women, designed for men. Our work focused on championing confidence, longevity, and simplicity — making Wingmate an easy, trusted partner for everyday care.

From there, we created the brand name, visual identity, tone of voice, and product packaging — blending smart, clean design with an approachable, slightly playful edge. The result was a modern aesthetic that stood apart from the typical hyper-masculine look of the category, appealing to both male consumers and the women influencing their purchases.

We also crafted Wingmate’s core messaging and digital presence, emphasizing education, transparency, and empowerment to help men navigate personal care with confidence.

Today, Wingmate is redefining what it means to build a men's personal care brand — offering simple, science-backed solutions with a human touch. It’s more than skincare — it’s a smarter way to show up for yourself, every day.