Blue & Tex
Wrangler’s new mascots, crafted to build loyalty, boost engagement, and inspire the next wave of brand fans.
Background & Challenge
Wrangler, a heritage denim brand valued at over $2 billion globally, faced a critical modern challenge: capturing genuine engagement and lasting loyalty among Gen Z and Gen Alpha (ages 13–21). Recognizing that traditional ads no longer resonate deeply with today's youth—who prefer interactive, story-driven experiences—Wrangler partnered with creative director Midhat Avdagic to innovate its brand strategy through the creation of two original mascots: Blue and Tex.
Storyboard & Concept Art
The creative team began by storyboarding key scenes featuring the mascots – for example, Blue lassoing a cloud in a stylised Texas sky, or Tex chasing digital butterflies in a futuristic city. Storyboarding these moments clarified the tone (an adventurous blend of Western and contemporary) and ensured that the characters would be expressive in a variety of contexts
Chosen Design for Blue
Blue has a fit, athletic build (reflecting a rugged, active lifestyle) but a friendly face with slightly exaggerated feature
Identity & Story Crafting: We fleshed out backstories for the mascots to give them depth. Blue is portrayed as a young cowboy who discovered an old trunk of vintage Wrangler denim in his grandparent’s ranch attic – sparking his journey to meld retro classics with modern style
Character Sheet
We created character sheets showing different expressions, poses, and attitudes for the mascot, ensuring the 3D team can rig Blue accurately.
Blue’s Buckle belt
The Buckle Belt design features a subtle Wrangler logo engraving and is meant to be a focal point in close-ups. In fact, an entire micro-campaign was built around “Blue’s belt”
Hair-styling
Blue’s hair went through dozens of iterations. We explored various styles before landing on a rough, curly look with a modern twist. A nod to the classic cowboy, updated for today’s youth culture.
Blue’s Signature Denim
Blue’s main outfit: a classic blue Wrangler denim je with the iconic “W” stitching on the pockets, serves as an homage to Wrangler’s heritage. The design team kept his clothing slightly simplified (fewer small details that could clutter his look), opting for bold silhouettes and iconic elements.
Chosen Design for Tex
Tex’s concept art explored various dog breeds and cartoon styles; the final Tex is a round-faced, big-eyed pup with a happy grin: an embodiment of kawaii cuteness.
Tex’s 3D model was crafted with softer geometry: rounded edges, a plush texture on his fur, and an oversized head-to-body ratio that makes him look a bit like an animated plush toy.
Socials for influencer partnerships
A major advantage of creating Blue & Tex as Wrangler-owned IP is the myriad opportunities for partnerships and licensing, extending the campaign’s impact and even creating new revenue streams. From the beginning, Midhat Avdagic envisioned Blue & Tex not only starring in Wrangler’s own marketing, but also collaborating with other brands and media, amplifying their reach.
Partnership Activation Strategy
Project highlights
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Customers are 35% more likely to trust a brand with a mascot than one with just a logo
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People don’t just see mascots—they remember them: 7 times more than a logo or name
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Want more clicks and reactions? A mascot can boost engagement by up to 40%
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We organised focus groups with teenagers from diverse backgrounds
Conclusion
By blending rigorous research with creative execution, Blue & Tex transformed Wrangler’s youth strategy. These mascots aren’t just campaign characters—they’re living brand ambassadors designed for long-term engagement, versatile storytelling, and scalable partnerships.
Discover how agency-driven IP can redefine your brand’s connection with tomorrow’s consumers.