Apothékary developed its first-ever herbal tincture as a white wine-inspired counterpart to its best-selling berry-rich powdered blend, Stop Your Wine-ing.

Leah developed the name “Take the Edge Off” which would allude to why someone would drink a glass of wine, while also showcasing the stress and tension-relieving effects of the tincture’s nervine herbs.

For the product launch and campaign, Leah led creative direction across print and digital channels, including creative direction for the product photoshoot. She wrote campaign messaging, high-level creative copy, packaging copy, as well as all web and print collateral copy tied to the product launch. She also edited herbalist-penned educational blog posts.

Within days of launch, Take the Edge Off sold out (and then sold out again).