Chango Design - The Art of Story Telling

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W W W . C H A N G O D E S I G N . C O M

For centuries story telling has been instigating laughter, evoking empathy or explaining the power of love and the fury

of wars. Compelling stories make personal connections, remove barriers and create emotional bonds.

Successful brands resonate with the consumer. They have a story, an account of their roots, their passion and their struggles. Here we share a handful of our client’s stories and the unique journey of how they came to be, what they believe, and the work they inspired us to produce.

C H A N G O D E S I G N

T E X A S

T H E A R T O FS T O R Y T E L L I N G

TEQUILAAlfonzo’s farm in Jalisco, Mexico was passed down to him by his father, Jesus Maria. A place once full of life, now a barren parcel. In 2004, he began to cultivate agave. After years of hard work, Alfonzo came to us ready to develop a premium line of tequilas. We discussed business goals, brand strategy and naming architecture since he was new to the process.

1 S T R O U N D C O N C E P T S

Originally, he wanted Blue Mosquito and Rayo Azul (Blue Lighting) as names. We felt Blue Mosquito evoked novelty and Rayo Azul didn’t sound or feel premium. We suggested Alfonzo’s Tequila Company as the umbrella brand and focused on letter “A” logotypes. We also referenced iconography from Mexico’s rich culture. But something was missing... the real story behind the farm he cherished so.

M I S F O R T U N E B E C O M E S L E G A C Y


A L E G A C Y H O N O R E D

In our next meeting, the black and white photos of Jesus Maria are just as you see them, faded and tattered. Defiance filled tales began. We sat captivated as he talked about his “Viejo”, an unapologetic man with uncompromising principles. In a quick turn, tears fell freely as he recalled the untimely accident that took his father’s life Christmas day. A sentimental silence followed. “Revelde” (Rebel) Tequila was born right then and there. A shot of Revelde Silver soothed the lump in our throats. The hand lettered typography was influenced by 11th Century Blackletter. With deep ties to Catholicism, Mexican Blackletter has become part of the cultural identity of Mexico.

Revelde SilverOur triple distilled silver delivers fresh and ready for action

Jesus Maria at 15 with his first pistola

Revelde ReposadoA mischievously refined experience Jesus Maria at 23 and compadres

Revelde AÑejoMatured to bold and unapologetic perfection

Jesus Maria at 42


S E R V I C E S P R O V I D E D

Brand Positioning, Naming, Logotype, Label Design & Copywriting


M E X I C O C I T Y D . F . ( W )

Our client wanted a delightful, sensory “experience”. A distinct attitude reminiscent of the culture and street cuisine found in Mexico City. We promptly imagined cruising through “D. F.”, on a rumbling Harley, bustling city sounds, colorful imag-es and street vendors all around us. Soon, the tempt-ing aromas of sizzling carnitas, grilled onions and smoky poblano peppers draw us in. Our mouths water as we order. Handed to us is a thick, toasted torta stuffed with lip smackin’ Mexican mojo. One bite, and we feel a little less “gringo”. The creative brief from our client read like this: “Think Harley riding, Mexician luchador chef, who hap-pens to be everyone’s favorite ‘tio’ (uncle).” And that is exactly what we did.



Logo Design, Internal & External Signage, Package Design & Illustration

Larry Srubas fondest memories involved the family’s humble kitchen table. As a fitness trainer, his own experience with food and the challenges of “meals on the run” inspired him to develop a food bar that offered more. In his free time, he began to experiment. Using friends and clients as taste testers and after many attempts, the recipes flourished into yummy “Larry Bars”. Larry’s excitement took center stage when describing the natural products he envisioned. The meticulous manner in which he selected ingredients, the nutritional research, historic origins and cultural roots all mattered greatly to him. Srubas Global Foods felt natural as a name and would allow for future growth. The package artwork reflects the cultural inspiration behind each flavor and was designed to appeal, persuade and create a connection that would last.

N O U R I S H E D B O D Y , N U R T U R E D S P I R I T



Positioning, Logo, Naming, Packaging & Structural Design


A S O N A N D H I S M O T H E R

Patrick Timpone founded Mom’s Spaghetti Sauce in 1986 using the Sicilian family recipe which was handed down for years. His mother Nenfa, hand-picked each herb in just the right amount from her garden, she never measured anything. Something delicious was always simmering on the stove, he recalled. Still known for using premium Roma tomatoes, the finest Sicilian olive oil and fresh basil, the secret lies in their unique approach to bottling their sauce. One fresh bay leaf is dropped into each jar, seconds before sealing. This allows the distinct flavor of the herb to infuse into the chunky sauce as it cools. The custom illustration depicts winged cherubs in serenade. A radiant sun symbolizes the sweet warmth of Mom’s brand. Momma Nenfa’s portrait was rendered in an Italian Master Style with classic typography as a finishing element.


Label Design, Typography & Illustration



Label Design, Typography & Illustration


Born in Texas, C. B. “Stubb” Stubblefield. He was a respected staff sergeant and recipient of two purple hearts in the US. Army. His generosity brought people together. Rumor has it, he’d use any hot surface (in the trench) to grill for his troops. While blues blared over field radios, he’d hand out the goods and holler, “made with love”. After being injured, he worked the mess hall and was known to shout, “I AM the cook!” “Stubb’s Bar-B-Q” opened in 1968. Sunday Night Jams were ground zero for many famous musicians delighted to play for their dinner. Stevie Ray Vaughn, Willie Nelson, Johnny Cash and B.B King to name a few. Stubb’s Legendary Kitchen was established in 1990 to distributes his sauces, rubs and marinades. While Stubb left us in 1995, his legend lives on in Austin. The packaging depicts Stubb’s larger than life perso-na and smile, which came from doing what he loved. The typography we chose is bold, gritty and inviting. Stubb poured a little soul into every bottle he shared.

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Package Design, Typography & Illustration


W.R. Case & Sons is an American manufacturer of premium, hand-crafted knives. The company’s rich history began in 1889 when four brothers began selling their handcrafted knives along a wagon trail in upstate New York. Their humble beginnings evolved into a publicly traded company that has never lost its artisan approach.The exquisite knife handles are crafted using select natural and exotic elements like ancient mammoth ivory, mother of pearl and precious stones. Each knife no matter how lavish or utilitarian, is meticulously shaped, polished by hand and finished with a unique tang stamp dating system developed by Case. The package graphics and typography were inspired by original company documents dating back to the early 1900’s. We incorporated those authentic graphic elements into the design to portray the timeless quality of each Case knife.


Great brands don’t just happen.


Dan Birlew Principal Designer, Founder [email protected]

Cynthia Herrera-Birlew Managing Partner, Founder [email protected]

W W W. C H A N G O D E S I G N . C O M214 763 9067

STRATEGIC SERVICESBrand Strategy & Positioning Marketing & Advertising StrategyNew Product Development

CREATIVE SERVICESVisual Identity | Brand Style GuidesProduct Naming & Extensions Packaging Design | Private Label BrandingCustom Illustration & TypographyStructural Design | 2D/3D Mock upsExterior & Interior Signage

PRODUCTION RESOURCESVideo | 3D AnimationWeb & Social Media DevelopmentPhotography & Art DirectionPrint Management & Sourcing

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