Raízes do Mate (Roots of Mate)

Raízes do Mate (Roots of Mate) is a packaging design project created to celebrate the cultural, historical, and environmental significance of yerba mate in the state of Paraná, Brazil. Developed for an infusion tea product, the project seeks to transform the packaging into a storytelling platform that connects consumers with the region’s identity and traditions.

The concept is rooted in the relationship between mate culture and the landscapes that define Paraná. Visual elements such as the iconic araucaria tree, the Guartelá Canyon, and hand-drawn illustrations of yerba mate leaves and a tea cup were carefully incorporated to create a strong sense of place. Together, these elements communicate authenticity while highlighting the rich heritage behind the product.

A key aspect of the project is its structural design. Rather than functioning solely as a container, the packaging was conceived as an interactive experience. Through a system of overlapping opening flaps, consumers gradually discover illustrations, information, and narratives hidden within the structure. This layered reveal transforms the act of opening the package into a journey through the history and culture of mate, encouraging exploration and engagement.

Material selection also plays an important role in reinforcing the concept. A textured paper with a natural appearance and earthy color palette was chosen to evoke the rustic character of the region and strengthen the perception of authenticity. The use of recycled materials aligns with principles of sustainability and reflects the connection between the product and the natural environment from which it originates.

By combining storytelling, structural innovation, and sustainable design choices, Raízes do Mate creates more than packaging for an infusion tea. It delivers a meaningful cultural experience that celebrates Paraná’s biodiversity, traditions, and enduring relationship with yerba mate.