Design Strategies to value new Yerba Mate brand

Entrepreneurs from southern Paraná, with extensive knowledge in planting and producing yerba mate, saw an opportunity to launch a product anchored on quality [native yerba mate from southern Paraná] and purity [a premium yerba mate].

ZON was charged to study the branding of the new product – including planning, positioning and name, as well as the design of the brand and packaging.
Through immersion in the universe and market of the product [cultivation, production, image in the POS and consumption], ZON defined the structure of the new brand [identity, values, image, essence and style of the brand], proposing several design strategies.

The choosen concept, “Origin”, is inspired by the indigenous Guarani legend, that tells the story of yerba mate and talks about the roots and rituals of tribal fellowship that are associated with this beverage. The name of the brand is Ekoa, which in the tupi-guarani language means "village".
And so, graphics from indigenous art “wear” Ekoa packages with elegance.

  • Imagem-Projoeto_Ekoa4
  • Imagem-Projoeto_Ekoa_2
  • Imagem-Projoeto_Ekoa

Additional info

PROJECT: Branding


YEAR: 2018