Traditional Medicinals

Since 1974, Traditional Medicinals has been championing the power of herbalism. Over the decades, their medicinal teas like Throat Coat and Mother’s Milk inspired a loyal following, but the brand itself had little recognition, and the company struggled to engage shoppers across the portfolio.


We helped bring all the threads of the brand’s incredible history together, articulating a rich narrative about connecting people with the power of plants. We then segmented products, grouping medicinal remedies around intuitive health needs and focusing on flavor and purity for single-herb teas—all to make the brand easy to shop.

A new identity gave the brand the pride it deserves, and ingredient illustrations showcased the source plants that are the magic behind the products.