Wari Yerba Mate
Natural Energy Drink
Conceptual packaging project for a line of yerba mate called Wari, a natural and organic energy drink. The main objective of this project was to create a bold and iconic design that would stand out on the shelves and effectively represent the origin and positioning of the brand. An organic and 100% natural energy drink capable of improving physical and mental performance. The target audience to be worked on were women and men between 25 and 45 years old who enjoy physical activities outdoors and connected with nature.
One of the great challenges of this project was to create the brand icon. Graphically translate the origin of the name Wari and also bring elements that represent the universe of yerba mate and natural energy drinks. The word Wari comes from Quechua, a language created by the ancient indigenous peoples of South America and means "wild, indomitable, swift, tireless, native like the vicuña, protected by the gods". Following this direction, I chose the vicuña as the main symbol of the brand, because in addition to being an animal native to South America, the vicuña represents the natural and indigenous origins of the product, at the same time that it incorporates the values of resistance and resilience. The other elements that complement the main icon, represent the natural energy sources provided by the sun and yerba mate.
The color palette adopted for the brand has vibrant colors that stand out at the point of sale and are associated with energy and vitality. In addition, these are colors that are present in most Andean textile products produced from the vicuña's coat.
The end result is an iconic packaging design that stands out on the shelf and effectively communicates the brand's values and mission. The use of the vicuna symbol and the vibrant color palette created a strong visual language that differentiated Wari from its competitors while still representing the product's characteristics. This project was not only challenging but also rewarding, and I am proud of the end result.
