Introduced Chinese Medicine
to the Mainstream

NuTraditions 360° Brand Strategy


Bridge the gap between ancient wisdom and modern convenience

  • U.S. consumers don’t understand Traditional Chinese Medicine (TCM).
  • Wellness space is cluttered and hyper-competitive.


  • Bring the benefits of Traditional Chinese Medicine to modern life.
  • Define our retail offering (product portfolio).
  • Change from ingredient importer to house of brands.


  • The world doesn’t need another old-school TCM brand.
  • Modern life causes people to live out of balance and most remedies take too long or are inconvenient to use.
  • People think in terms of dayparts, so make products that solve for them.


  • Restore balance to modern life by addressing both the symptoms and the root cause.
  • Position as TCM from California to bridge gap in U.S. consumers knowledge of TCM and future-proof scalability.
  • Infuse TCM into modern, convenient widely used items (no more powders and pills).

Go-to-market Strategy:

  • Launch DTC and e-Comm channels
  • Launch with coffee pods and sleep strips to showcase synergistic effects of TCM

Tagline: Ancient Wisdom Now

Positioning Statement: Traditional Chinese Medicine combined with high-tech formulations and modern convenience.


Launched in August 2020. Stay tuned for results

Scope of Work

  • Audits & Analysis
  • Audience Insights
  • Research & Insights
  • Trend Analysis
  • Brand Positioning
  • Naming
  • Visual Strategy
  • Packaging Design
  • Branded Ecosystem
  • Sales Collateral
  • Photography Guidelines
  • Brand Bible