Our brief was to create an evolved brand experience for Wooden Spoon Herbs’ that honors the history of herbal medicine in the United States while paving the way for the future of wellness. We aimed to convey that the products offer traditional remedies in formats that complement a contemporary lifestyle. Additionally, we needed to create a packaging system that would accommodate a diverse product range, spanning from small tincture bottles to large coffee pouches.

Our identity for Wooden Spoon Herbs draws inspiration from the back-to-the-land movement that flourished in the 1960’s and 1970’s. In homage to the era’s DIY ethos and eclectic charm epitomized by publications like The Whole Earth Catalog, we crafted a brand that is rooted in nature, inspired by the past, and hi-lights Wooden Spoon’s ingredients and their medicinal benefits more clearly.

We grounded Wooden Spoon’s color palette in earthy tones, owning a singular “soil” color to streamline its large product line and facilitate future launches. This choice would not only help the brand create a more recognizable shelf block, but also make it easier to launch future products with ease. While we opted to use illustrations, rather than color, to distinguish between products, our brand flourishes off-pack with a diverse color palette inspired by nature’s vivid spectrum.

All the packaging materials are naturally derived, recyclable and even compostable where possible. As a brand that believes in the vital role of reciprocity with our planet, Wooden Spoon is constantly striving to reduce packaging and plastic wherever possible.