Date Presented

Spring 5-2026

Document Type

Thesis

First Advisor

Ms. Sierra Schneider

Second Advisor

Dr. Price Blair

Third Advisor

Dr. Elizabeth Sharrett

Abstract

Medicinal plants have served as a primary source of healing across cultures for centuries, forming the foundation of many modern pharmaceuticals. Despite their continued presence in modern medicine, herbal remedies are often perceived as outdated, unscientific, or less credible than synthetic medicine. This shift in perception is not rooted in the inefficacy of medicinal plants, but in how they are visually and culturally represented in today’s market. This project explores how strategic brand design can restore credibility and trust to medicinal plant brands by bridging traditional herbal knowledge with modern visual language. The research done in this project consists of research on the history of medicinal plants alongside the psychological impact of brand archetypes, typography, and color theory on consumer trust. A comparative analysis of two existing medicinal plant companies is also conducted to evaluate how specific design choices influence perceived quality and emotional connection. Applying these findings, I developed Viridian Apothecary, a cohesive brand identity that honors the scientific roots of herbalism while appealing to modern consumers.

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