Santo Tomás Yerba Mate

Concept

In Paraguay yerba is not a supermarket category: it is a daily, shared routine. And "the first one is for him" is a real custom — the first mate, the bitterest, is not given to anyone. The brand took that custom and turned it into its claim, and the site turns it into an image: the saint appears illustrated at the centre of the landscape, gourd in hand, in the same style the pack is drawn in. That is what the site does: it extends the packaging onto the screen.

The Family is the functional heart. Ten varieties lined up as if on a shelf, each with its own page answering the concrete question of someone about to buy: the pack large, the label enlarged as if you were reading it in your hand, the blend in a few words. It is a catalogue that does not sell online and does not need to: it accompanies a decision made in the supermarket, thirty seconds beforehand.

Illustration from end to end, without a single photograph except the campaign film. An earth-and-woodland palette —cream, deep green, ochre and a coral in the accents— and a drawn landscape rising from the footer of every section, so that no screen ends at an edge: it ends in the woods. The nicest touch is that each flavour changes the colour of the site: Menta Purete opens in ice blue, Con Todo in black and lime, Frutos Rojos in pink and magenta. The page does not show the pack: it is painted with the pack.