Industry: Lifestyle

Visual Identity For Yerba Madre Camp Experience

A camp identity that had to look like Yerba Madre, but feel like nowhere else.

Forth+Back created a cohesive visual identity for Camp Yerba, the inaugural camp experience by Yerba Madre. The design extends the existing brand into a distinct camp aesthetic, spanning environmental graphics, merchandise, and wayfinding to foster a sense of community and belonging.

Insights

The main challenge was making Camp Yerba feel like part of the newly renamed Yerba Madre brand while still standing as its own world; Forth+Back explicitly framed it as “a distinct camp aesthetic that extends the Yerba Madre brand while standing as a world of its own.”
Camp Yerba was the inaugural camp experience, held for four days in the Pocono Mountains with shared rituals and outdoor adventure, so the identity had to work as an immersive, in-person experience rather than a screen-first campaign.
The system extended across environmental graphics, banners, house systems, merchandise, signage, and wayfinding, building a cohesive visual language that was “both familiar and uniquely Yerba.”
Yerba Madre’s rebrand is significant context: it’s the renamed Guayakí Yerba Mate, announced May 2, 2025, with “Yerba Madre” meaning “Mother Herb”; the company also has 255 family-farmer and Indigenous community partners across Argentina, Brazil, and Paraguay, plus about 85% of the North American RTD yerba mate market and 45,000+ retail doors.
The design credits go to Forth+Back’s Tanner Woodbury, Nikolos Killian, and Erik Ruuska, with Yerba Madre contacts Chris Jackson, Ashley Hsieh, and Colin DeShong involved on the client side.