Yerba Madre: Yerba Tour
Taking the brand on the road, and bringing the experience online.
Yerba Madre hit the road with a nationwide tour, bringing yerba mate to college campuses, festivals, and communities across the country. With branded Rivians leading the way, the challenge was creating a digital experience that could capture the excitement of the tour while making it easy for people to get involved.
As Brand Experience Director, I led the art direction and UX/UI design of the tour website, creating a digital home that connected event discovery, brand storytelling, and social engagement.
ROLE: Creative Direction + Digital Experience Design
LIVE SITE: https://yerbamadre.com/pages/yerbatour
The challenge
More than a tour schedule
The tour needed more than a list of dates and locations. It needed a digital home where visitors could discover upcoming stops, connect with the brand, and stay engaged long after the Rivian rolled out of town.
The goal was to make a nationwide activation feel local, accessible, and unmistakably Yerba Madre.
Bringing the tour online
The first iteration established the foundation: an interactive map, location-based event discovery, and a mobile-friendly experience designed to help people find the tour wherever it was headed next.
I developed the site's visual direction and UX, balancing practical functionality with the playful personality of the brand.
Your city could be next
The tour wasn't just about showing up in communities. It was about inviting them into the experience.
A custom nomination flow gave visitors the opportunity to suggest their campus, favorite local spot, or community event as a future stop. By bringing audience participation directly into the website, we created another way for people to connect with the brand and help shape where the tour headed next.
Take the tour social
Built directly into the event listings, a custom sharing feature let visitors spread the word about upcoming stops. Each share generated a location-specific graphic featuring photography from the tour's previous visits, turning real moments on the road into invitations for the next one.
A little nostalgia goes
a long way
With the first tour behind us and a growing collection of real moments from the road, the 2026 iteration called for something more personal.
I introduced a Polaroid-inspired visual treatment, bringing tour photography and user-generated content into the experience as a playful recap of where we'd been.
What started as a destination for finding the next stop evolved into a living scrapbook, celebrating the journey while keeping the next adventure front and center.
The tour, by the numbers
From campus tailgates to neighborhood gatherings, the tour brought Yerba Madre into communities nationwide, with a digital experience designed to keep the connection going beyond each stop.
16,940+
miles traveled
50+
cities visited
600,000+
cans shared
From the road
to the screen
Across two tour seasons, the website grew alongside the experience itself, connecting people to upcoming stops, encouraging social sharing, and giving the moments along the way a place to live on.
COLLABORATORS: Colin DeShong, Product; Zero Studios, Development