Payé

Mate is a cherished, centuries-old beverage native to South American countries like Argentina, Uruguay, and Brazil. Made from the dried, ground leaves of the yerba mate plant, it has long been valued for its energizing properties, with indigenous groups like the Guarani believing that regular consumption invigorates the spirit.

The ritual of drinking mate, passed down through generations, is about more than just the drink itself-it's a cultural experience that strengthens bonds and fosters community connection. In creating the Payé Yerba Mate brand and packaging system, I drew inspiration from Guarani heritage and contemporary design aesthetics.

The pictorial logo incorporates iconic elements like traditional MBYA Guarani weaving, the Andes mountains, and the mate plant, reflecting the drink's deep-rooted origins. The logotype’s slanted cuts and weaving patterns echo these symbols, while bold, modern colors appeal to a wider, global audience, positioning Payé as a bridge between South American tradition and the rest of the world. The name Payé is derived from the Guarani word for "magic," a nod to the mystical properties attributed to mate in its earliest uses.