Community, Culture, and the Power of the Plant.
The Yerba Collective Brand Identity, Messaging, Microsite & Campaign Assets
Yerba Madre, formerly known as Guayakí Yerba Mate, set out to build something beyond a product — a credentialed community for RDs, creators, and wellness leaders rooted in culture and regenerative values. The Yerba Collective needed a brand identity, a voice, and a digital home that felt as intentional as the mission behind it.
Working across brand identity, messaging, microsite design, emails, digital downloads, and social assets, the goal was simple: create a space that feels authentic, culturally grounded, and genuinely Gen Z friendly — without trying too hard to be either.
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The Brief
Yerba Madre had the brand equity. What they needed was a dedicated platform for the people who live and breathe the values — a community space that could attract, engage, and retain wellness professionals and cultural creators who actually believe in what yerba mate stands for.
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The Identity
A brand identity built to feel distinct from the parent brand while staying true to its roots. The visual world, naming, and messaging for The Yerba Collective was designed to feel community-led and culturally warm — the kind of brand people want to be part of, not just follow.
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The Digital Experience
A microsite designed to function as a true community hub. Clean, intentional, and built for the audience it serves — RDs, creators, and wellness leaders who expect authenticity at every touchpoint.
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The Ecosystem
Beyond the site, a full suite of touchpoints: email design, PDF digital downloads, and social assets — all built to the same standard, all speaking the same language. A cohesive system that works as hard off the site as it does on it.
