Mate Legendária

How do you give a traditional brand a new chapter without losing its roots? That was the challenge behind Legendária, a chimarrão yerba mate brand that has been recognized for its tradition and quality for over 75 years. After being discontinued in 2019, the brand was revived by a young entrepreneur who believed in its legacy and saw the opportunity to restore its place in the market.

Keenwork was responsible for translating this new phase into packaging that could connect with both long-time customers and a new generation of consumers, balancing tradition with innovation. We preserved the original white background, a key element of the brand’s visual identity, and transformed the main information into an expanded seal, creating greater clarity and visual hierarchy. We introduced a matte finish and metallic textures to add freshness, durability, and a distinctive touch. We also included a chimarrão preparation guide, making the brand more accessible to new audiences. Iconic elements such as the “Pantheon of Heroes” were preserved, ensuring immediate recognition.

The result is packaging that honors Legendária’s heritage while standing out on the shelf and conveying pride, belonging, and modernity. This update helped the brand expand its presence across the state, reinforcing its artisanal roots and proving that tradition and innovation can move forward together in harmony.