Brand creation and package design to the traditional yerba mate from São Mateus do Sul, a Brazilian city with geographical indication (GI) product sign.
Yerba mate
ilex paraguariensis
ilex paraguariensis
Tree of the aquifolia family, native to the subtropical region of South America. Named by the French botanist Augustin Saint-Hilaire in 1820, after get in touch for the first time with the herb in Paraguay. Auguste discovered that it was in the state of Paraná in Brazil, where the grass grew in greater quantities, presenting a superior quality as well. He concluded that he should have named it ilex brasilliensis.
Design problem
Currently the state of Paraná is the largest yerba mate producer in Brazil according to statistics. The historical and economic value for this region is undeniable. And still Chimarrão is the drink most associated with the herb , being a symbol for just one specific region of Brazil.
Apart from Chimarrão, Tererê and tea, there are other products from the herb. Most of them only known in the country region, with a traditionalist product image, as in the yerba mate capital, São Mateus do Sul, in the state of Paraná.
Briefing
Development of a brand, presenting new product concepts, highlighting the value of yerba mate for other regions of the country.
Thanks for Watching !
Gustavo Miranda - Universidade Federal do Paraná
