Curative branding efforts aim to paint a product as having benefiting ancient, natural recipes informed by centuries of tradition. Taking inspiration from regional practices and imagery, such curative branding schemes communicate a product's historical value and origins based in tradition. This practice speaks to the North American consumer's fascination with ancient rituals and their place in modern self-care practice.
A winning example of tradition-informed, curative branding is the Origin Chrysanthemum tea branding by mmoowww. Although the ancient beverage dates back to the first century in East Asia and holds cultural significance, consumers unfamiliar with this cultural practice may not be familiar with the healing properties of chrysanthemum tea. In order to combat this, the Origin Chrysanthemum tea packaging is adorned with ancient Chinese drawings that play up the historical significance of the beverage.
- Gen Alpha
- Gen Z (primary audience)
- Millennial (primary audience)
- Gen X (primary audience)
