Yerba Madre, Formerly Guayakí, Utilized its Die-Hard Supporters To Ensure a Successful Rebrand
By
Published
Filed under
If you’ve been drinking Guayakí yerba mate beverages for a while, you may not have been surprised when they changed their name to Yerba Madre. That’s because over the past year, they removed the name “Guayakí” from the iconic yellow cans altogether, replacing it with the name of the beverage category itself; they just boldly said Yerba Mate.
It was all part of the plan leading up to this rebrand.
Yerba mate is a beverage that’s still somewhat of a mystery to Americans, so when consumers saw Yerba Mate front and center on the packaging, they often thought that was the brand’s name. Even when “Guayakí” was on the packaging, people had so much trouble pronouncing it that they would call it something along the lines of “yerbs” or “the yellow can.”
1 response to “Yerba Madre, Formerly Guayakí, Utilized its Die-Hard Supporters To Ensure a Successful Rebrand”
Love Guyaki and their Yerba Mate. Love the company and what it stands for and have been loosely tied to the company through the Natural Foods movement… but as a designer, the kerning on the “Madre” is atrocious. And there are just way too many design elements happening here. Writing the review as the cans are just hitting the shelves here. I feel it’s a step backward from the previous design. I do love the name though.