The Changer— Mulled wine
-
The story begins after several ski holidays in Europe where the Mt Rosa family found that mulled wine in New Zealand was not as good as they thought it could be. They came back ready to make something more like they had enjoyed while they were away. A natural syrup, preservative free and ready to be mixed with a rosé that can be taken anywhere in the world. The Changer came to stay, an original flavour made with passion in Central Otago.
NAMING
We believe that the main core of the brand is that the product is original and the consumers are involved in the process of creating something new. ‘The Changer’ is within the set of ‘Descriptive Names’, since it is based on the literal description of what the product does. This syrup has the characteristic that changes / transforms flavours, raising them to another level.
Always we have the premise that the product must have a ‘Protagonist’ behind to make it possible. That is why our biggest challenge was to include the consumers throughout every instance as a fundamental part of the brand’s history. Because with this product they can create endless things depending on how creative they will be at the time of using it.
We are convinced that the naming is a name that has a good sonority. It’s readable and writable, it’s short, punchy and memorable and above all, fits with the values of the brand such as a market leader, premium brand, unique, authentic, and honest.
CONCEPT
Two ideas:
— Transform to evolve
— You break it, you own it
Why we create for this Brand a disruptive concept? It’s really about enhancing the customer experience in a meaningful way; one that elevates the brand among its competitors. Disruptive’s design concepts delivers a unique brand personality in a memorable and emotive manner, defying brands commoditisation. Commoditisation doesn’t lead the consumer to make an emotional connection with a brand; a unique personality does.
VISUAL IDENTITY CONCEPT
For the visual identity we’ve used the resource of a a ‘torn paper’ to follow the previous concepts such as ‘Discovering new flavours with the mixed’. We’ve created the sensation and experience of tearing the layers to discover something new and precious. To emphasise this idea, we used copper foil. We’ve achieved a unique design and well-defined graphics with a visual texture. Uncoated / Textured papers with a wonderful touch of copper foil and an embossing finishing lends the brand to distinction, impact and a crafted quality to the identity that reflects a personal approach to the brand.
On the applications we’ve played with the pattern to give a fresh and flexible look to the brand. We believe that we are telling a strong story with this brand identity. Some ideas:
— If you break it you’ll find an original flavour.
— You will build a new thing.
— You will be a creator
— You will make a change, you will become The Changer.
PUBLICATIONS
SendPoints, China
Sandu Publishing, China
Package & Design Magazine, China
Images Publishing, China
Counter-Print, UK
