Challenge

Runa is the first beverage company in North America to sell guayusa, an Amazonian tree leaf brewed for centuries as a source of mental strength and energy. When Runa’s founders decided to enter the ready-to-drink market with a line of bottled guayusa, they needed a new identity that would position them as a strong competitor in an already saturated marketplace.

Action

We began by pinpointing the strengths that set Runa apart—its organic ingredients, coffee-caliber caffeine level, and smooth taste—and built a brand that would communicate the product's benefits more effectively. Inspired by every bottle’s reserve of “focused energy”, the Mucca team created a visual vocabulary that conveys a sense of energy in a clean, modern, and organic way.

Results

With a vibrant identity that imparts the brand’s true value to a broader audience, Runa is ready for a nationwide rollout. Thirsty shoppers can find it in Whole Foods today.

Recognition

• Featured on Brand New
• Creative Quarterly 28