WISe Brand Breakdowns: Three Trees — Purity You Can Taste
By Stevi Gable Carr | WISe Wellness Guild
At WISe Wellness Guild, we believe the future of wellness branding lies at the intersection of purpose, proof, and performance. Our WISe Brand Breakdowns series highlights brands that elevate wellbeing not just through product, but through intention, transparency, and impact.
Each breakdown follows our proprietary WISe Brand Blueprint™: Position – Prove – Propel, revealing how brands earn trust and scale influence.
This week, we’re spotlighting a plant-milk brand that refuses to compromise: Three Trees.
Source: Three Trees
POSITION: Real Food. No Fillers.
Three Trees entered a crowded plant-milk category and did something radically simple:
They removed everything that didn’t belong.
Instead of indulgent flavors, frothy aesthetics, or trend-chasing blends, Three Trees stakes its brand on purity and whole food integrity with pure ingredients, minimal processing, and no gums, oils, or fillers.
Where other brands build formulas around additives, Three Trees builds trust around ingredients. Their message is clear:This is not beverage innovation. It’s food integrity.
Source: Three Trees
PROVE: Simplicity That’s Transparent
Three Trees backs their purpose with proof:
Only 2–3 real ingredients per bottle
Transparent sourcing from family farms
Sustainability commitments: water-efficiency, soil regeneration, ecological partnership
They don’t build hype — they build confidence through clarity. Every bottle is a statement: If it’s not needed, it’s not in here.
PROPEL: From Clean Milk → Milk Literacy
Three Trees has the opportunity to lead not just a clean products movement, but a clean understanding movement.
Here’s how the brand can expand:
1️⃣ Education as a differentiator
Own “milk literacy”: teach consumers to read labels and spot fillers.
2️⃣ Food-as-Medicine partnerships
Collaborate with nutritionists, naturopaths, and functional medicine providers.
3️⃣ Refill / zero-waste innovation
Bulk plant-milk programs to reduce packaging waste at premium retailers.
Three Trees can shift plant milk from category to cause.
Source: Three Trees
WISe Takeaway
Three Trees proves that sometimes the most radical innovation is removing everything that doesn’t belong.
They’ve Positioned purity as power.
They’ve Proven it through ingredient simplicity and transparent sourcing.
And if they Propel into education and refill innovation, they will own the future of real-food wellness.
Because in today’s wellness landscape, simplicity is the new sophistication.
Want to strengthen your brand in the $9 trillion wellness market? Let’s chat!
Follow the WISe Brand Breakdowns series for more insights on how wellness brands w and what’s next for the future of health, culture, and leadership.