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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.

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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.