Brand development, visual identity design, and packaging design for Katú Premium Yerba Mate.
Katú is a beverage startup that creates innovative energy products from 100% USDA Organic Paraguayan yerba mate.
They have a deep commitment to their growing region in the Atlantic Rainforest and the family farms that cultivate their yerba mate through traditional, sustainable methods.
Art direction and video by Jake Viramontez
Product photography by Aubrey Lorraine and Dawn Heumann
The aesthetic of the loose-leaf lineup celebrates the traditional rituals of preparing and sharing yerba mate, with tactile paper bags speckled with custom badges, illustrations, and typography.
Roasted yerba mate is a Paraguayan specialty, and has a deeper, more complex flavor profile than what most consumers are familiar with: products made from yerba mate that is brewed raw.
Communicating the difference between these flavor profiles was a central design task. It was especially relevant in the canned lineup, where the roasted flavor varieties competed with coffee, while the raw varieties competed with seltzers, kombucha, and fruity energy drinks.
“Having partnered with a world-class designer for seventeen years, I recognize great design and design ideas, and I think what you’ve accomplished is extraordinary."
