San Javier is a leading yerba mate brand in the province of Santa Fe. After years of experience and in response to an increasingly competitive visual landscape, the brand sought to refresh its identity with a cleaner, more minimalist aesthetic, while preserving its familiar, natural, and everyday essence.
For the pakaging redesign, the aim was to pay homage to the coastal and natural identity of the brand.
Based on the idea of "mate tradition", we developed a moodboard that led to different proposals and visual concepts for the main packaging illustration. At this stage, the art of Florian Paucke (who depicted the region's species, landscapes, and customs) was used as a key reference.
Based on the idea of "mate tradition", we developed a moodboard that led to different proposals and visual concepts for the main packaging illustration. At this stage, the art of Florian Paucke (who depicted the region's species, landscapes, and customs) was used as a key reference.
I developed the selected concept following Paucke's illustration style, using natural and gestural strokes, warm tones and analog textures to bring the scene closer to people.
To expand the visual resources, we created a series of secondary illustrations that complement the main illustration of the packaging in other communicational pieces.
Yerba San Javier x Neko Comunicación - 2025