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Kaá-yari is a yerba mate brand for tereré (a cold infusion of the herb) recently launched on the market that needed support to determine its brand image and voice and demarcate its positioning. The challenge was to differentiate itself in such a niche market and attract consumers through a striking look and an attractive verbal. The solution we found was to honour the tupi-guarani heritage of consumption of this well-known plant, which unfolded at all points of contact of the brand. For its name, then, nothing fairer than being inspired by the legend of the goddess of herbs, Kaá-yari, which is the central element of the brand and its graphic elements.
“(…) the envoy of Tupã, fascinated by the welcome he received from the father and daughter, abandoned by their tribe, thanks for their hospitality teaching them to harvest and prepare the mate, which should be drunk as a strengthening liquid, that would restore the father’s lost vitality. And her daughter Yari, for her kindness, would be called ‘kaá-yari’, protector of herbs”
For the service of visual identity, then, the goddess Kaá-yari, who introduced the habit of mate to the native brazilian peoples, was highlighted, in search of energy and vitality. She appears both in the isotype of the logo, in a more simplified way, and as a graphic element, in the illustrations of the packing and other complements.
The brand’s voice is fluid, also funny, consistent with the informality of the tereré circles, consumed in group. It is in this context, of fun and relaxation, that the major vocal points , through an invitation – “Bora tomar um teres” (“Let’s go drink teres”) – and a habit-marking affirmation – “Toda hora é hora” (“Any time is time”), fit in. The objective was to associate the product consumption to moments of relaxation and laughter, outside the stressful work environment and the daily rush. Verbal and visual merge themselves and are representatives of the energizing and welcoming role of yerba mate.
We also designed the packing, focusing on the “raw” appearance of the kraft packaging, in line with the green always present through the product itself, bringing a more natural and rustic air to the brand. The contrast is purposely highlighted by the use of colorful and more modern and funny expressions together with the most natural expressions, elevating the vitality and disposition to which the product itself is attached.