Natural skincare and holistic wellbeing products pioneer Weleda has unveiled a renewed brand identity. It marks the first comprehensive modernisation of the brand appearance in the company’s 124-year history.
“Our brand identity is now more modern, clear, and elegant – while staying true to our roots and values”, revealed international CEO Tina Müller.
“Weleda is evolving. A strong brand stays relevant by adapting to the needs of today,” continued Müller. The company underwent a comprehensive modernisation process with the brand and design agency Peter Schmidt Group, as part of its evolution as a purpose-driven company. “Refreshing our brand identity strengthens our positioning –‘Beauty and health in harmony with people and nature’ – while supporting our corporate strategy of ‘Growth with responsibility’. Weleda is strengthening its connection with younger audiences while reinforcing its position in the premium segment”, Müller explained.
The new Weleda logo remains true to its anthroposophic-inspired typography while evolving into a finer, more contemporary design. The tagline has also been refreshed: rather than referencing the founding year, it now highlights Weleda’s special expertise.
“With ‘Natural Science’, or ‘Swiss Natural Science’, we highlight our extensive knowledge in medicinal plants, cultivated over more than 100 years. Through scientific research, we unlock nature’s potential to create highly effective, naturally active formulations”, commented CMO Susanne Schgaguler. “Every plant is thoughtfully selected, carefully cultivated, harvested, and processed. Our products support the body’s natural vitality – with nature as the foundation of our business in every respect.
Weleda also reinforces its Swiss heritage through the new tagline. “With ‘Swiss. Natural Science’, we highlight what has always been deeply embedded in Weleda’s DNA – our Swiss roots and our commitment to formulating high-quality products using the finest natural ingredients in our Swiss laboratories”, continued Schgaguler.
In line with its high sustainability standards, the brand will gradually roll out the new packaging over the coming months. “We are implementing the new logo step by step, ensuring that no packaging materials are wasted”, explained Schgaguler. After the transition of the Weleda natural skincare lines, the pharmaceutical packaging will also be updated. The Weleda symbol has also been modernised while preserving its meaning. The brand symbol with the Rod of Asclepius, a symbol of health and healing, has been given a more refined and aesthetic design.
Main image: Weleda Group CEO Tina Müller (left) and CMO Susanne Schgaguler (right)