As an adaptogen-based product line formulated by a clinical herbalist, Rasa felt frustrated by the misinformation all over the internet about what adaptogens are (a classification of herbs that helps humans manage stress). When I was brought on to the project, the first draft of the guide already existed but was stuffy, salesy, and not-quite-right. We wanted to ensure it was science-based but integrated Rasa’s witty and snarky brand voice.

I worked with Rasa’s creative director, creative producer, and chief herbalist to refine and rewrite much of the guide into what we ultimately launched: a 25+-page overview of adaptogens, what they are, what they’re not, and beyond. I was also able to bring my experience as an herbalist myself to the project, which was lovely! It’s certainly one of the most comprehensive guides to adaptogens by a brand that exists on the internet.

You can check out the guide here.