Raízes do Mate (Roots of Mate) is a packaging redesign project created for the Bioeconomy of Paraná Packaging Redesign Competition, under the “infusion teas” category. The project was awarded first place in its category and is the result of extensive research, care, and a deep appreciation for the culture and biodiversity of Paraná, Brazil.
This design goes beyond aesthetics — it weaves symbols of Paraná’s identity into the packaging in a thoughtful and strategic way. Elements like the iconic araucaria tree, the Guartelá Canyon, and hand-drawn illustrations of yerba mate and a tea cup create a strong emotional connection with the territory. These visual choices not only captivate but also narrate the cultural legacy of mate in the region.
A key feature of the project is its structural design. The packaging opens through overlapping flaps that gradually reveal internal illustrations and written content, turning the unboxing into an informative and engaging journey. Each layer offers new insights into the mate’s heritage, inviting the consumer to explore the story within.
The finish further reinforces the concept: we chose a textured, natural-looking paper with subdued, earthy tones that reflect the rustic and authentic character of the region’s traditions. The use of recycled materials aligns with the principles of sustainability and bioeconomy — core values of the competition.
Now, the project is moving toward its next stage: real-world production and market launch. It will deliver not just a tea product, but a meaningful cultural and sensory experience.