One of the world’s leading natural skincare and holistic wellbeing brands, Weleda AG, has introduced a renewed brand identity, reaffirming its Swiss roots to appeal to new audiences and strengthen its premium positioning.
The company underwent a comprehensive modernisation process with the brand and design agency Peter Schmidt Group to modernise the logo, corporate design, and overall brand presence – marking the first comprehensive revision of the brand appearance since the company was founded in 1921.
“Our brand identity is now more modern, clear, and elegant – while staying true to our roots and values”, revealed international CEO Tina Müller. “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”.
The new Weleda logo 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’s unique expertise in medicinal plants through the phrase ‘Natural Science’ or ‘Swiss Natural Science’.
“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, Weleda will gradually roll out the new packaging of the natural skincare lines over the coming months, with the pharmaceutical packing to follow. 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.
“We were working with a brand that has remained consistently true to its rigorous quality standards – an approach that is more relevant today than ever before”, 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. “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”, explained Angerer.
The new brand logo will be present across all customer touchpoints – including social media, physical and digital retail – from April.
“Refreshing 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”, reflected Tina Müller.
