Change Maker Beer Is a Project With the Power to Fundamentally Change Lives
by Andrew Gibbs on 11/12/2020 | 2 Minute Read
New Zealand based agency Milk has designed the branding for Change Maker, a project that has the power to fundamentally change lives.
Change Maker is a project with the power to fundamentally change lives. Neville, Janie, Cameron and Nathan, four friends with intellectual disabilities, struggled to find fulfilling work that let them live independently. The name Change Maker was a promise to change lives with the catch cry of "brewing better lives," inspiring a brand with a strong purpose and a big heart.
Each of the three vibrant varieties deliver an engaging expression of each of the founding members, representing their ambitions and interests as colorful, characterful illustrations. By partnering with award-winning NZ breweries like Moa, Behemoth and Duncan’s, the best quality beer was co-created and embraced by New Zealanders.
The front face of the label was intentionally structured and utilitarian to give the packaging an authoritative presence on shelf. This combined with simple colour dualities build a bold but positive expression of each of the founding members, enabling consumers to drink great beer and positively affect the lives of those who have been disadvantaged.
And it’s set to change more lives for the better.
The label is a bespoke diecut with a rough matte texture giving it a credible tactile feel, and a high build spot gloss to bring out the contrasting colored information. And the printed beer caps in the varietal color-way with "brewing better lives" on them, add to the stand out and cohesion on shelf. The success of Change Maker is enabling financial independence for its four founders.
- Instagram: @milknz
- Creative Director: Ben Reid
- Design Direction: Anthony Hos, Sarah Melrose
- Illustration: Natasha Vermeulen
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