This paper focuses on the dynamic shift in packaging design for Herborist, a cosmetics brand that is based on Traditional Chinese Medicine and explores how cultural signs affect consumer responses. Exploratory research was conducted with the help of Visual Semiotics of Herborist’s products and by conducting surveys to gauge the response of consumers to changes in packaging. According to the key discoveries, it is stated that Herborist’s packaging not only reflects the classic patterns but also illustrates that the packaging material is authentic and heavy such as glass, botanical and Chinese calligraphy writing and now the packaging has changed the modernistic and sustainable packaging. Unfortunately, reactions to the use of lighter and more sustainable materials have been mixed but the green and white colors, the Chinese motifs and the overall contextual relevance of TCM are adored by many. Some customers consider the new packaging as environmentally friendly and fashionable throughout the world while others think that it has a negative impact on the brand image of the product. In conclusion, the packaging symbols applied in Herborist remain effective today in building the trust of the customers. The authors recommend future research to look into the reflections of these changing packaging strategies in other categories of beauty and wellness products especially the global appropriation of culturally embedded brands.