Tracey McLean

Ancient herbalism for the modern age

Tracey McLean

Ancient herbalism for the modern age

Project info

client Background

Tracey McLean is an herbalist and naturopath. Her home-based practice and personalised tinctures draws is deeply rooted in connection to traditional herbal teachings and intuitive insight.

Credits & Collaborations

Tracey McLean

Industry or location

Naturopath and herbalist

Project scope

Brand design, web design

Guiding each client through their own healing journey with ancient plant wisdom and herbal remedies.

Objective and goals

Tracey McLean approached me to help her create a brand for her practice that conveys her individualistic and traditional perspective on naturopathy and herbalism to differentiate her approach from other clinical naturopaths. It needed to communicate the ancient traditions and philosophy that Tracey has based her body of work on so that it can connect with her ideal clients.

The Design

Tracey McLean moodboard
Tracey McLean logo design
Tracey McLean text logo
Tracey McLean packaging design
Tracey McLean website design

Strategy and results

We approached this by exploring the specific philosophies that Tracey's work was based on and looked at how elements of this could be depicted in her visual brand identity. The hand-crafted word mark embodies the lineage of ancient druid plant wisdom and personalised hand-crafted salves and tinctures.

We took inspiration from old apothecaries, hidden cottages in the woods, hand-crafted medicinal salves and balms and a deep yearning to be in nature. It also represents the personalised experience, care and intention that Tracey provides when working with each of her clients.

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Tracey McLean logo design
Tracey McLean business card design

Kind words

Jo has a magical ability to get to the core essence, the heart and soul of your business and bring that forth into a visual expression.

My logo, business card and other design elements is a perfect fit for my business for years to come. Working with Jo felt like having a loving wise guide by my side supporting me and easing the transition as I make the leap into the world of business ownership.

Tracey McLean
Tracey McLean brand style guide

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Jo ChunYan is a bespoke packaging & branding design studio for visionary founders and their brands. We acknowledges the Bunurong Boon Wurrung and Wurundjeri Woi Wurrung peoples of the Eastern Kulin Nation and pays respect to their Elders past, present and emerging.