ETHA Natural Botanicals’ mission is to make natural medicine credible through trustworthy manufacturing and scientific research. They are a scientific-based manufacturer and distributor that empowers people to take control of their pain management through natural, safe, effective, and trusted pain relief products. They take their scientific research and knowledge to make medicinal botanicals more readily accessible and reliable through teas and tablets. Our challenge at Dog and Rooster was to create a website that speaks to credibility. A website that can showcase transparency, simplicity, and convenience as well as help raise the standards of how people make choices about self-medicating their pain. The overall goal of the ETHA website is to educate and sell while keeping the tone natural, positive, and genuine.The website also needed to have a simple yet professional navigation system to make learning about and purchasing the safest and most effective kratom products as easy as possible.