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Herbal tea redesign reflects passion for plants

Traditional Medicinals refreshes the graphics for its more than 50 herbal tea formulations with color coding for wellness needs, bold plant graphics, and friendlier copy.

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Traditional Medicinals, with more than 50 herbal-formula wellness teas, has refreshed its packaging graphics to appeal to a broader audience and capitalize on the rising consumer interest in natural and herbal products. The Sebastopol, CA, company, launched in 1974, is a pioneer in the wellness tea category and is committed to educating people on the power of plants. New graphics for its 16-ct sachet cartons were selected to reflect this passion for plants and make the herbal tea category more approachable for consumers new to the category.

“Our research with consumers confirmed that our previous packaging looked too clinical in nature,” says Matt Crum, Traditional Medicinals vice president of marketing. “This look, coupled with occasionally too-technical copy, made some consumers hesitant to try our products.”

Guiding the refresh—the first in more than a decade for the brand—was an extensive research effort that included interviews, surveys, shop-alongs, and focus groups with more than 3,000 wellness tea consumers. Results showed the importance of product accessibility through warmer, friendlier, and easier-to-understand packaging.

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