RITUAL BRANDING

A fun and close-to-home branding project for a yerba mate brand in Argentina. Inspired by the Argentinian gaucho lifestyle, the branding concept draws from the daily routine of a gaucho: drinking mate early in the morning, horseback riding, sleeping under a tree, working with cattle, and embracing life outdoors.

By archiving images of the Argentinian seal, metallic and leather horse tack, detailed knives, and an outdoor lifestyle, a rich visual narrative was created. These elements set the mood and color palette for the gaucho-spirited Ritual brand. The palette includes beige, browns, bordeaux, and greens, complemented by rusted gold and silver accents to elevate and differentiate the yerba mate brand, making it both high-end and authentic.

With the help of AI, we developed marketing photos and conceptualized a possible pop-up stand for Ritual in the streets of Buenos Aires, bringing the brand to life where the business thrives.