{"id":101486,"date":"2025-03-26T09:30:03","date_gmt":"2025-03-26T08:30:03","guid":{"rendered":"https:\/\/www.bioecoactual.com\/?p=101486"},"modified":"2025-03-26T10:31:54","modified_gmt":"2025-03-26T09:31:54","slug":"weleda-first-comprehensive-modernisation-brand-appearance-over-100-years","status":"publish","type":"post","link":"https:\/\/www.bioecoactual.com\/en\/2025\/03\/26\/weleda-first-comprehensive-modernisation-brand-appearance-over-100-years\/","title":{"rendered":"Weleda unveils its first comprehensive modernisation of the brand appearance in over 100 years"},"content":{"rendered":"

Weleda AG<\/strong>, the global leader in certified natural skincare and holistic wellbeing products, has introduced a renewed brand identity<\/strong>. The logo, corporate design, and overall brand presence have been modernised \u2013 marking the first comprehensive modernisation of the brand appearance in the company\u2019s history since its founding in 1921. \u201cOur brand identity is now more modern, clear, and elegant \u2013 while staying true to our roots and values\u201d, revealed international CEO Tina M\u00fcller.<\/p>\n

\"Weleda\"<\/p>\n

“Weleda is evolving. A strong brand stays relevant by adapting to the needs of today,” continued M\u00fcller. 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 \u2013 \u2018Beauty and health in harmony with people and nature\u2019 \u2013 while supporting our corporate strategy of \u2018Growth with responsibility\u2019. Weleda is strengthening its connection with younger audiences while reinforcing its position in the premium segment”, M\u00fcller explained.<\/p>\n

The new Weleda logo<\/strong> remains true to its anthroposophic-inspired typography while evolving into a finer, more elegant, and contemporary design. The tagline has also been refreshed: rather than referencing the founding year, it now highlights Weleda\u2019s unique expertise.<\/p>\n

“With \u2018Natural Science\u2019, or \u2018Swiss Natural Science\u2019, we highlight our extensive knowledge in medicinal plants, cultivated over more than 100 years. Through scientific research, we unlock nature\u2019s 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\u2019s natural vitality \u2013 with nature as the foundation of our business in every respect”.<\/p>\n

Weleda also reinforces its Swiss heritage through the new tagline. \u201cWith \u2018Swiss Natural Science\u2019, we highlight what has always been deeply embedded in Weleda\u2019s DNA \u2013 our Swiss roots and our commitment to formulating high-quality products using the finest natural ingredients in our Swiss laboratories\u201d, continued Schgaguler.<\/p>\n

\"Weleda\"<\/p>\n

In line with its high sustainability standards, Weleda will gradually roll out the new packaging over the coming months. \u201cWe are implementing the new logo step by step, ensuring that no packaging materials are wasted\u201d, 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.<\/p>\n

\u201cRefreshing a brand with over a century of history is a great responsibility\u201d, commented Heidrun Angerer, Executive Creative Director at Peter Schmidt Group. Over a 12-month process, Weleda worked closely with the Hamburg-based agency to revitalise the brand. \u201cWe were working with a brand that has remained consistently true to its rigorous quality standards \u2013 an approach that is more relevant today than ever before. However, for younger consumers and discerning shoppers seeking high-quality products, this commitment was not always easy to decipher. Together with the Weleda team, we defined the level of renewal we saw as necessary and appropriate for the brand, ensuring alignment with its philosophy, messaging, and the intrinsic value of its products. Our goal was to create a visual language around the new logo that would be instantly recognisable to Weleda fans while also making it more accessible to new audiences\u201d, explained Angerer.<\/p>\n

\u201cThe result is a brand identity that resonates with the spirit of the times. From April, the new Weleda logo will be present across all customer touchpoints \u2013 on social media, in our online shop, on digital platforms, and in physical retail\u201d, added Schgaguler.<\/p>\n

\u201cRefreshing a century-old brand is a significant responsibility. But I believe this evolution reflects the vision of our founders. Ita Wegman and Rudolf Steiner dedicated their lives to continuous development\u201d, reflected Tina M\u00fcller.<\/p>\n

\"Weleda\"<\/p>\n