Kaa'Maat: Guardian of Yerba Mate and Protector of the Forest

Maat is a yerba mate-based beverage crafted with carefully selected organic and agroforestry-grown ingredients, providing a refreshing boost without artificial additives. Its rich, invigorating flavor surprises with anti-inflammatory and antioxidant benefits, offering a natural experience that is both wholesome and energizing.

Yerba mate is a tree native to the Atlantic Forest and has been sustainably cultivated by indigenous people of this biome for centuries through agroforestry practices. The base tea production for MAAT is done sustainably, focusing on forest preservation and regeneration to support the environment.

The artwork celebrates the spirit of Maat within a Brazilian context, paying tribute to Yerba Mate and the legend of Caá-Yaríi, the Guarani protector spirit of the plant. Here, Yaríi, with her kind and just gaze, appears adorned with the feather of Maat (symbolizing the strength of Justice) and a healer’s mantle (evoking the plant’s healing qualities), surrounded by Brazil's rich diversity of flora. The composition suggests a deep alchemy between Yaríi and her surroundings, merging them into a new entity: the goddess Kaa’Maat, the invoked guardian of yerba mate and protector of the forest.

Kaa’Maat embodies truth, justice, and equity. She teaches us to live in harmony with the world, to pursue what is right, and to embrace compassion. Representing balance and order, Kaa'Maat inspires us to seek harmony in all that we do, encouraging a more conscious and responsible way of life.

Illustration concept

Final illustration

Packaging

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Illustration: Fabio Issao
Creative Direction, Branding, Packaging Design: Helena Nabuco
Photography: Tiago Azzi & Victor Hugo Milech

Year: 2023