La Abuelita

Redesign of an Uruguayan brand of yerba mate, La Abuelita. A project that seeks the union of two forms of intangible Uruguayan culture: the candombe and the traditional drinking culture of a mate. Finding in the figure that represents the old mamma vieja, an iconic graphic reference that can be associated with the idea of a grandmother, but also perceived in so many different ways. During carnival time, lots of women take over the streets and dress as grandmas in order to represent her.

Bringing to this very traditional pack a higher quality and creativity with a more modern approach was the main aim. As a college, many elements of the old Montevidean life helped recreate a certain timeline.