Commissioned by Santa Clara, Bold° led the redesign of the Matte Leão and Chá Leão brands, along with the development of a packaging system for a portfolio of nearly 300 products. The challenge was to modernise one of the most iconic brands in Brazil’s yerba mate and tea market while preserving the emotional connection it has built with generations of consumers.

Building on this principle, we transformed the traditional lion, originally represented as a halftone photographic image, into a more precise and contemporary illustration while preserving its essence and instant recognisability. From this renewed identity, we developed a visual system capable of organising the entire product portfolio, making flavours easier to identify through colour, information hierarchy and a consistent packaging architecture across all categories.

The project also included redesigning the uniforms worn by Rio de Janeiro’s iconic beach mate vendors, extending the brand’s presence through one of its most recognisable cultural symbols. More than updating an identity, the project strengthened an enduring symbol of Brazilian culture, preparing the brand for a new chapter while preserving the connection it has built over more than a century.