WAYSA - Organic Energy Drink
Strategy, Co-Founder, Brand, Production & Resources
WAYSA was the vision of my two friends and me, about a better energy drink one that combined organic ingredients, clean energy, Social & Environmental Impact and a unique brand philosophy. Unlike conventional energy drinks, WAYSA was crafted with natural caffeine, no artificial additives, and a focus on sustainable production.
More than just a beverage, WAYSA was a lifestyle brand, built to challenge the norms of the industry. It gained traction in premium retail and hospitality, standing out with its bold positioning and distinct visual identity. While the journey was cut short due to challenges with our partner, WAYSA remains a testament to my passion for brand creation, product innovation, and storytelling.
The Challenges
Bridging Tradition & Global Markets
WAYSA was more than launching a drink—it was about connecting cultures. Importing Guayusa from the Amazon to the EU meant tackling legal and logistical hurdles, but the real challenge was bridging Indigenous Kichwa traditions with modern business.
For generations, these farmers cultivated Guayusa as part of a spiritual, communal way of life. Guiding their Farmers Association into the global economy required balancing tradition with international trade standards. After five months of navigating EU law, I secured the necessary certifications, ensuring their product reached Europe without compromising their values.
Creating a Timeless Identity
Positioning WAYSA among hundreds of competing drinks was a challenge. Most brands felt like generic e-commerce projects, lacking depth and authenticity. We wanted something timeless, an identity that naturally attracts people through intuitive symbolism.
This journey led me to position WAYSA as more than just a drink it had to be the drink that transforms lives, helping people focus, dream, and move toward their goals. Inspired by Maslows hierarchy of needs, I crafted a brand that speaks to both psychological and spiritual aspirations, offering more than just energy offering purpose.
Berlins Subculture Drink ( until 2023 )
The name and logo of WAYSA were created by my talented friend Irving Ramo, an Ecuadorian artist deeply connected to symbolism and painting. Inspired by his vision, I built the entire brand identity from communication tone and photographic style to artwork and positioning.
The goal was clear: WAYSA is not just a drink; it is a rainforest goddess. Every touchpoint had to reflect that elevated presence never communicating below that attitude. This approach ensured that WAYSA stood out not just as a product, but as a powerful, timeless brand with a deeper purpose.
My Gateway to the Rainforest
WAYSA opened the door to a deeper connection with the Amazon, shaping both my personal and professional journey. Living for four months with Indigenous communities in the heart of the rainforest, I not only formed lifelong friendships but also discovered new business opportunities, including my work with Sympathya.
The Amazon is my greatest source of inspiration a place where I feel home.
