Traditional Medicinals pioneered the wellness tea category in 1974, earning deep credibility in the herbalist community. However, as new competitors flooded the tea aisle with vague benefit claims and lifestyle messaging, the brand risked getting lost in the shuffle. While sales would spike during flu and allergy seasons, everyday tea consumers often overlooked the brand, viewing it more as a seasonal remedy than a go-to tea choice. 

The challenge was to modernize the brand without losing its roots, broadening its appeal to casual tea drinkers while staying true to its original purpose.

We began by refining the brand’s positioning, shifting it from niche herbalist expertise to something more approachable and empowering: The Power of Plants. This consumer-facing concept allowed the brand to stay grounded in its herbal heritage while expanding its relevance for daily rituals and modern wellness.

The visual identity was refreshed across the board by developing a new logo system, photography, art direction, and packaging architecture that made the product line easier to shop and navigate. Functional, benefit-led language remained on core medicinal SKUs because while consumers might not know what Slippery Elm or Nettle Leaf do, they know when they have a sore throat or want better sleep. For everyday blends like Peppermint or Green Tea, we emphasized familiar ingredients and usage occasions, helping Traditional Medicinals feel like an accessible daily companion rather than just a seasonal fix.

A new segmentation system made it easier for shoppers to find what they needed, whether they were browsing for detox support, sleep, immunity, or general wellness. This flexible brand architecture enabled the brand to continue innovating, launching new products across different wellness needs without sacrificing clarity.

Traditional Medicinals remains the largest herbal tea brand in the US, and our work helped it regain everyday relevance while honoring its roots. With a stronger shelf presence and more straightforward communication, the brand is now steeped in both heritage and daily consumer habit.