Herbs, ETC
Honoring our relationship with nature.
Cheers to breaking conventions, embracing flavor, and raising a glass to the art of brewing. Elevate your palate!
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How it started
In late 2024, Angela McElwee reached out with and incredible opportunity: to participate in the rebranding process for Herbs, ETC.
What an honor—not only to be invited by Angela but also to work on the top-selling Traditional Herbal Medicine brand, founded by none other than Michael Moore, the father of modern herbalism in the U.S. Building this level of trust through our team’s dedication and strategic approach is something we deeply value. We accepted the challenge… and we were chosen!
Goal
This project has been nothing short of inspiring. Our mission began with an in-depth exploration of Herbs Etc.—a company with over 50 years of history, rooted in Santa Fe, New Mexico. Our goal?
To redesign the brand while preserving its essence, strengthening its organizational culture, and honoring the legacy and trust it has built with loyal customers. At the same time, we aimed to modernize its identity and narrative to connect with new generations and audiences.
Beyond the visual identity, we are developing new packaging, crafted a compelling brand narrative, and we are building a marketing plan to launch in 2Q of 2025, to celebrate, and grow the brand positioning and of course, drive sales, win retail spaces and increase product velocity. Working alongside the talented Herbs Etc team and its Board of Directors has been an exciting and rewarding journey—we can’t wait to share more as we progress!
Result
The brand is ready for launch, but first, we’re putting it to the test at ExpoWest 2025.
This will allow us to capture real-time reactions from key stakeholders and evaluate how our strategic design and narrative are perceived. So far, the response from the Herbs Etc. team, industry leaders, and category buyers have been overwhelmingly positive.
Here’s to many more years of impact, growth, and herbal tradition with Herbs Etc, a brand that honors our relationships with nature and brings its healing potential to people’s hands.
