Mateo Yerba Mate - A Modern Mate Brand
Concept
The idea came from the designer's four months spent in South America, where he discovered the popularity of yerba mate. Traveling from the southern tip of the continent, Tierra del Fuego, to the steamy Amazon in the north, diverse landscapes were encountered, and Mateo Yerba Mate was born. The visual concepts for the brand came from the rugged and rocky landscapes of Patagonia in the fall, where bright orange foliage contrasts against the icy weather.
Logo
Yerba mate is most commonly consumed in a small, hollowed out gourd. A metal straw, or bombilla, is used to drink it, and has a metal grate at the side that is immersed in the brew, which filters out the leaves and sticks. Mateo Yerba Mate preserves this tradition that is lost when yerba mate is consumed as a flavored energy drink, as is commonly done in the United States and Europe, by incorporating a stylized depiction of the gourd and bombilla as the logo.
Colors
Blue and orange are contrasting colors, located on opposite sides of the color wheel. During fall in Patagonia, the leaves turn bright orange, signifying their last life before decay during the cold winter. Warm orange tones fit with cool blue tones with rough and jagged mountains serving as the backdrop to most landscapes in Patagonia. Mateo Yerba Mate uses blues and grays to convey the imagery of Patagonia, and bright orange and warm beige to add an intense earthy energy one gets from yerba mate.
Mateo Yerba Mate | Brand Identity Design
Product Concept: Matthew Dea
Design: Matthew Dea
Copy: Matthew Dea
Photography: Matthew Dea
