PACKAGING GUAYUSA FOR A GLOBAL AUDIENCE

Runa is a guayusa beverage company. Guayusa is a caffeinated leaf, like tea, found in the Amazonian rain forests of Ecuador. Runa was founded in 2011 to improve the lives of local farmers by giving them a viable alternative to destroying the Amazon through forestry. Runa employed over 2,000 indigenous guayusa farmers.

Challenge
As Runa grew into new markets, and created new strategic partnerships (in particular with celebrities like Channing Tatum) they needed to explore new ‘iconic’ brand language. Runa needed a brand partner to help them evolve their brand, packaging, messaging and strategic positioning.

Design Brief
Runa had three goals they wanted to accomplish:
Be special, eye catching and unique
Be full of life, vibrant, radiant, energetic
Be powerful, bold, authentic

Impact
Early in 2015, Runa raised over 5 million from Metabrands.