Traditional Medicinals pioneered the wellness tea category in 1974 but the herbal tea aisle has become increasingly difficult to shop due to growing competition from brands with vague and unsupported benefit claims. We refined the brand positioning, updated the brand identity, created comprehensive brand guidelines, and developed a new packaging and product segmentation system to help consumers find and shop the brand more effectively. Now Traditional Medicinals is, once again, connecting consumers with the restorative power of plants and the centuries-old wisdom of how to use them.
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