Guayakí Yerba Mate Rebrands, Unveils New Logo and Packaging Design

Guayakí Yerba Mate, a leading organic herbal tea brand, is rebranding itself as “Yerba Madre”.

Meaning “Mother Herb”, the new moniker is “a tribute to Mother Earth and the ancestral wisdom of the Indigenous communities who have cultivated yerba mate for generations”, says the California-headquartered firm.

A leading name in ready-to-drink mate beverages in North America, with a reported 85% market share, the brand was called Guayakí when it first launched, influenced by its initial collaboration in 2002 with the Aché Kue Tuvy community from Paraguay.

It has since grown to work with over 250 family farmers and Indigenous groups in Argentina, Paraguay, and Southern Brazil, where the yerba mate herb’s naturally caffeinated leaves are harvested from local holly trees.

“Yerba Madre isn’t just a new name. It’s a loud declaration of our longstanding purpose,” comments Ben Mand, CEO of Yerba Madre. “We are honouring the stewards of yerba mate, both people and the land, as we build a regenerative future together.”

The first product to debut under the Yerba Madre name will be Regenerative Organic Certified Traditional Air Dried Yerba Mate Loose Leaf, which also happens to be the first-ever yerba mate to earn Regenerative Organic Certified Gold status.

Although the company will continue using its recognisable yellow can, the latter’s labelling features updated design elements that are claimed to serve “as a nod to its roots”.

The new name will start appearing on cans and bottles later this summer, with Canadian packaging changing in December.

Source: Yerba Madre