Samba

SAMBA is a hard maté brand created in Amsterdam for the European market, yet with its origins rooted in Brazil. The product concept is simple: authentic yerba maté, natural caffeine, and 4.6% alcohol in a 330ml can. The brand’s proposition, however, is more complex: to translate Brazilian energy for an audience that has never set foot in the country, all while avoiding postcard-style tropical clichés. This was the project's starting point. Brazilians abroad are often portrayed through a predictable set of tropes—parrots, generic Carnival imagery, and the green and yellow of the national flag. I wanted to create something that would work on European shelves without turning into a mere souvenir. The solution was to treat "samba" not as a visual theme, but as a compositional principle—incorporating rhythm, repetition, movement, and a certain controlled imbalance. This gave rise to the phrase that became the system's core concept: *like a good rhythm, every element has its place.