An Energy Brand That Doesn't Scream
WAYSA started as a shared vision between three co-founders: create the energy drink we actually wanted to exist. Organic ingredients, natural caffeine from Guayusa, zero artificial anything. Not just a beverage — a lifestyle brand built to challenge how the industry thinks.
Importing Guayusa from the Amazon to Europe meant five months navigating EU legal frameworks to secure certifications — while respecting Indigenous Kichwa farming traditions. The result was a bridge between cultural heritage and a global market that didn’t know it needed this yet.
The brand identity drew from Maslow’s hierarchy — framing WAYSA as more than energy. Focus, dream, pursue. Artist Irving Ramo, an Ecuadorian creator, developed the name and logo. I built everything else: positioning, communication tone, photography direction, and the entire visual system.
WAYSA reached premium retail and hospitality in Berlin before the project ended prematurely due to partner challenges. But it opened a door I never expected — lifelong friendships with Indigenous communities in the Amazon, and a connection that led directly to Sympathya.
Co-Founder
Role
Brand to Market
Scope
Amazon Guayusa
Source
Berlin Retail
Market
challenge
Create an organic energy drink brand from scratch — from sourcing Guayusa in the Amazon to navigating EU import regulations to building a brand identity that stands apart in a market dominated by neon and noise.
approach
I co-founded and built the brand end to end: strategy, positioning inspired by Maslow’s hierarchy, visual identity, photography direction, product design, and market entry. Five months of legal work to bridge Kichwa farming traditions with European certification.
impact
WAYSA reached premium retail and hospitality in Berlin. The project ended early due to partner issues, but it opened the door to the Amazon — lifelong friendships with Indigenous communities and the path to Sympathya.