1. The Challenge
Revolutionizing the Yerba Mate Market
Establecimiento Santa Ana, the undisputed leader in Argentina's flavored and blended yerba mate market with their CBSé brand, set themselves an unusual challenge: to enter the category's largest and most traditional segment. To achieve their goal, they needed a distinctive proposal that would set them apart from existing supermarket brands. The major challenge for our team was to develop a unique visual system that would not only generate commercial impact but also build an iconic image capable of captivating an audience seeking extraordinary experiences. Mateando needed to maintain CBSé's disruptive essence while establishing its own identity. The new brand had to convey joy and connect with young-spirited people who genuinely enjoy "mate moments."
We really appreciated that Tridimage had methodologies that helped us put into words what we were looking for. It was a very pleasant process. We quickly understood the logic they proposed, adapted very rapidly, and found it highly productive. We know these creative processes involve co-creation, and having a team that guided the project's development was crucial in achieving the packaging we obtained.
