• by Fern Siegel , October 14, 2022

Wellness brand Wooden Spoon Herbs which offers plant-based tinctures, teas and tonics is launching its rebrand Oct. 11.

Creative agency Gander is revamping its packaging and site.

The brand, which counts actress Jessica Alba as a fan, is augmenting the rebrand with a new product line. In celebration of the rebrand, Wooden Spoon Herbs will introduce Magic Magnesium ($26), a powder that provides electrolytes and supports healthy energy levels, gut health and muscle function.

"Our target audience is comprised of herbal enthusiasts, proactive naturalists, and herb newbies with the shared goal of deepening their practice with herbalism in their daily lives," founder Lauren Haynes told Agency Daily. "People are looking to take their health into their own hands. Our biggest opportunity lies with empowering our community with knowledge on ‘medicinal herbs’ and helping them to find what herbs work best for their unique body and goals."

To educate consumers, the campaign also kicks off with an educational push — "What on Earth is Herbalism?" — on Wooden Spoon's site. A video and campaign landing page goes live today, with articles such as How To Do Herbalism Morning, Noon and Night.

Founded in 2014, the brand has grown from a small farmer’s market booth to a select 20,000 customers to date. It claims its supplements support immunity, balance energy levels, boost mood and lessen stress and insomnia.

Haynes studied clinical herbalism at the Appalachian Center for Natural Health and initially crafted herbal medicines by hand in a converted greenhouse.

The new packaging uses FSC certified labels, plant-based inks, recyclable glass and recycled materials for shipping packaging.