This project for Yerba Mate Pajarito not only challenged us to innovate — it reaffirmed our belief that when a brand’s essence is respected, every change becomes evolution. With this spirit, we embarked on the creative development of the new packaging for their line of Yerbas Compuestas, as well as the execution of the creative concept behind their relaunch campaign.

Our approach was to convey the natural freshness of the three varieties — Menta Boldo, Menta Limón, and Hierbas Naturales — breaking away from the traditional frameworks of the category. We chose vibrant colors, organic textures, and a visual language that spoke directly to both long-time consumers and new generations.

The design was not just about aesthetics — it was a strategic decision to capture and amplify the fresh, vital, and genuine essence that Pajarito wanted to communicate.

The client initially presented us with the phrase “The flavor that reinvents itself,” a concept full of potential. At esencia, our task was to interpret and elevate that idea, giving it a deep and authentic meaning that could go beyond a simple slogan — and become a true brand story.

To give the brand concept a sonic identity, we developed a unique audio branding piece: a jingle that blends genres and generations in an emotional and innovative combination.

We brought together a singer with a deep, emotive voice — representative of the guarania spirit — alongside a promising young trap artist, creating a musical dialogue between past and future. The production featured traditional instruments recorded in the studio — harp and guitar — combined with electropop and trap beats, resulting in a sound that is authentic, fresh, and powerful.

Each line of the lyrics was carefully crafted to convey a message of value and belonging. As a symbolic and deeply emotional gesture, we included fragments of the Paraguayan national anthem, honoring the pride of our homeland and strengthening the cultural connection with the audience. The result was a song that merges the best of both worlds: tradition and modernity, memory and reinvention. A piece that moves, inspires, and projects the soul of a brand that, true to its essence, reinvents itself to embrace the future.