Packaging World

Roots and Leaves Founder Haley Maness Shares Philosophy Behind Packaging Materials and Graphics

In a Packaging World interview, Haley Maness, founder of herbal‑wellness brand Roots and Leaves, explains how her personal health challenges—Lyme disease and a newborn’s colic—sparked the creation of a product line that now exceeds 60 SKUs. Rather than chasing trends, the company grew organically, expanding from an elderberry tonic to teas, skincare, electrolytes, soaps, and upcoming makeup, all rooted in a commitment to clean, plant‑based solutions. Maness details a rigorous, sustainability‑first packaging philosophy. Early products were bottled in 16‑ounce mason jars she sourced at Walmart, later evolving to stout glass bottles for liquids, biodegradable bags for loose‑leaf teas, HDPE bottles for shampoo, and sugar‑cane‑derived tubes for sunscreen. She works with a dedicated packaging consultant to ensure every material is recyclable, non‑toxic, and appropriate for the product’s function. The visual identity mirrors an early‑20th‑century apothecary aesthetic, with Maness sketching label concepts that highlight key herbs—elderberries, apples, and other botanicals—using earthy color palettes. She collaborates with a graphic designer to refine these sketches, ensuring each label instantly communicates the product’s purpose, a strategy she credits for strong shelf presence in roughly 3,500 independent retailers. By prioritizing sustainable materials, distinctive graphics, and a retail‑first distribution model that shuns Amazon, Roots and Leaves differentiates itself in a crowded wellness market. The brand’s upcoming toxin‑free makeup and eco‑friendly deodorants signal a broader shift toward holistic, responsibly packaged consumer goods, offering retailers and shoppers a compelling alternative to conventional options.