Yerba Mate

I came across this tea the other day walking through Target and the first thing that caught my eye was the designs pointing towards the main label. They do not look like anything I have seen before, the designs are a mix of geometric lines mixed with curved lines and shapes with dots.  Through some research I found that Guayaki referred to the language of the Guaranian people of Paraguay in South America and ‘mate’ means tea. While not all that similar, the design looks to be inspired by early Aztec designs with the coiling sharp edges. I think this helps emphasize their claim of  being an organic brand. The color yellow emphasizes the organic feel because it is primary and yellow holds the connotation of energy which is fitting as it is an energy drink. What I found most interesting about the product packaging is that it did not stand out to me as an energy drink at first because that is not what the company’s priority was. Usually other products such as Red Bull or Monster state that it is an energy drink on the front while this one makes me think the company is based more on the quality of their ingredients since instead it states, “Organic Brand” on the front.  In this case I bought this not even knowing it was an energy drink becauseit is stated on the back which i think was the only potential drawback in the design. The design is successful in the way that it is eye catching while not being a visual overload. Not many other canned drinks are yellow so they are distinguishable and the way the swirling designs are positioned lead the eye towards the name of the product. The most emphasized components on the can are the wreathed South American symbol because of the border the design creates around it and the name of the product, “Yerba Mate”  because it is in bold and larger font than everything else. This gives more detail, without words, about what organic means to the consumer which while it does not seem that drastic, initiates a connection between the producer and the consumer. 

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