The Changer is a natural, preservative-free mulled wine syrup made in Central Otago, New Zealand. The task of branding, packaging, as well as the naming the product was undertaken by makebardo, a creative design studio based in Queenstown.
The name, ‘The Changer’ is based on the literal description of what the product does – changing and transforming flavours, raising them to another level. Its tagline, ‘breaking rules’, refers to the idea of breaking rules in order to find an original flavour, to create something new, to make a change and become ‘the changer’.
For the visual identity system,makebardo created a pattern resembling torn paper to reflect the brand’s concept of combining and discovering new flavours. They say, ‘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.’