Yerbaé presented a unique challenge, having two distinct beverage lines that customers often conflated. The rebranding aimed not only to clarify the distinctions between the two but also to redefine and capture specific audience segments.

For the 16oz variant, the design overhaul skewed towards a vibrant, sporty aesthetic. The packaging, now rich with dynamic visuals and athletic motifs, communicates energy, activity, and refreshment – perfect for those leading an active lifestyle, be it a gym enthusiast or an outdoor adventurer.

On the other hand, the 12oz seltzers underwent a transformation to resonate with the lifestyle of creators and artists. We shifted the narrative to encapsulate a more curated, sophisticated, and aspirational vibe. With a muted color palette, minimalist design, and artistic motifs, this rebrand effectively communicates the drink as a companion for moments of inspiration, relaxation, and creativity.

This strategic bifurcation not only addresses the initial confusion but also positions Yerbaé as a versatile brand, catering to both the energetic sport enthusiasts and the introspective creators. The response post-launch suggests a successful rebranding, with each line now distinctly appealing to its targeted demographic.