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STARTING POINT
Canarias S.A., the absolute leader in the yerba mate market of Uruguay, decided to venture for the first time into another category. Our studio was chosen to design the graphic identity of their new tea line, made of black tea and others six varieties of herbs: Chamomile, Linden Blossom, Boldo, Marcela, Red Tea and digestive herbs.
GOALS
The challenge wasn’t only in the development of the design and the general look and feel for the new product and its presentations, but on the strategic definition about which should be the brand architecture, whether or not it was convenient creating a new brand for the line or just launching it under the umbrella of Canarias. Finally, after more than a year of work, the latter was the chosen path.
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ENTERING THE MARKET WITH A NEW CATEGORY OF PRODUCTS IS ALWAYS A GREAT CHALLENGE. DOING IT WITH A COMPANY THAT HAD ONLY SOLD YERBA MATE FOR DECADES WAS EVEN GREATER.
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SOLUTION
The design of the packaging of Canarias Tea combines a generous use of white (identified as a market opportunity) with botanical illustrations for each flavor that were in charge of a specialized illustrator.
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