Weleda AG, the global leader in certified natural skincare and anthroposophic medicines, has recently announced a comprehensive modernization of its brand identity. This marks the first time in the company’s history, since its founding in 1921, that its logo, corporate design, and overall brand presence have been updated.
According to CEO Tina Müller, the brand refresh aims to make Weleda more modern, clear, and elegant, while staying true to its roots and values. This move also demonstrates the company’s evolution as a purpose-driven organization, as it strives to stay relevant and adapt to the needs of today.
The modernization process was undertaken in collaboration with the brand and design agency Peter Schmidt Group, and is in line with Weleda’s corporate strategy of “Growth with responsibility”. According to Müller, the brand’s new look will appeal to younger audiences while reinforcing its position in the premium segment.
The new Weleda logo maintains its anthroposophic-inspired typography but with a more contemporary and elegant design. The tagline has also been updated to highlight Weleda’s unique expertise in natural science and its commitment to using high-quality natural ingredients in its Swiss laboratories.
As part of its commitment to sustainability, Weleda will gradually roll out the new packaging over the next few months, ensuring that no packaging materials are wasted. The Weleda symbol, featuring The Rod of Asclepius, has also been given a new and refined design.
According to Heidrun Angerer, Executive Creative Director at Peter Schmidt Group, refreshing a brand with over a century of history is a significant responsibility. She explains that the goal was to create a visual language that would be recognizable to existing customers while also appealing to new audiences.
The new Weleda logo will be present across all customer touchpoints, including social media, online shop, digital platforms, and physical retail, starting in April.
The Weleda Project Team, led by CEO Tina Müller and CMO Susanne Schgaguler, worked closely with the agency for 12 months to revitalize the brand.
Weleda AG is a Swiss public limited company with its headquarters in Arlesheim near Basel. It is the world’s leading manufacturer of certified natural cosmetics and anthroposophic pharmaceuticals, with a presence in over 50 countries and a workforce of approximately 2,500 employees. Weleda is committed to biodiversity and healthy soils, and runs six gardens using biodynamic cultivation methods. It is also a certified B Corp.
For more information about Weleda, visit www.weleda.com.
