Weleda AG, the global leader in certified natural skincare and anthroposophic medicines, has officially announced its brand refresh today. The company, known for its focus on natural and organic products, has undergone a comprehensive modernization process with the brand and design agency Peter Schmidt Group. This marks the first significant change to the brand’s appearance since its founding in 1921.
According to CEO Tina Müller, the new brand identity is “more modern, clear, and elegant – while staying true to our roots and values.” The goal of the refresh is to strengthen the brand’s positioning as “Beauty and health in harmony with people and nature” and to support its corporate strategy of “Growth with responsibility.”
The Weleda logo has been updated to a finer, more elegant design while still maintaining its anthroposophic-inspired typography. The tagline has also been refreshed to highlight the company’s expertise in medicinal plants, with options such as “Natural Science” and “Swiss Natural Science.” This change aims to showcase Weleda’s commitment to unlocking nature’s potential through scientific research to create highly effective and naturally active formulations.
“Weleda is evolving. A strong brand stays relevant by adapting to the needs of today,” says Müller. The brand’s evolution is also reflected in the updated packaging, which will be rolled out gradually over the coming months to ensure no packaging materials are wasted.
The Weleda symbol, featuring The Rod of Asclepius, has also been modernized to align with the new logo while preserving its meaning. This symbol represents the harmony between beauty and health, which is at the core of Weleda’s philosophy.
According to Heidrun Angerer, Executive Creative Director at Peter Schmidt Group, refreshing a brand with over a century of history is a great responsibility. “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,” says Angerer.
The result of this collaboration is a brand identity that resonates with the spirit of the times. The new logo will be present across all customer touchpoints, including social media, the online shop, digital platforms, and physical retail, starting in April.
Tina Müller believes that this brand evolution reflects the vision of Weleda’s founders, Ita Wegman and Rudolf Steiner, who dedicated their lives to continuous development. “Refreshing a century-old brand is a significant responsibility. But I believe this evolution reflects the vision of our founders,” says Müller.
The Weleda project team, which includes Tina Müller, CEO, Susanne Schgaguler, CMO, Esther Giessler, Head of Brand, and Andrea Lederer, Chief Digital Officer, has worked closely with the Hamburg-based agency to revitalize the brand.
The updated visual and brand assets can be downloaded via this WeTransfer link.
For media inquiries, please contact Yvonne Samaritani, Group Corporate Communications Officer, Weleda AG, at presse@weleda.de.
About Weleda
Weleda AG is a Swiss public limited company with its headquarters in Arlesheim near Basel. The company is represented in over 50 countries and employs around 2,500 people. It is the world’s leading manufacturer of certified natural cosmetics and anthroposophic pharmaceuticals. Weleda is committed to promoting biodiversity and healthy soils and operates six gardens using biodynamic cultivation methods. The company is also a certified B Corp.
More information about the Weleda Group can be found at www.weleda.com.
Derick is an experienced reporter having held multiple senior roles for large publishers across Europe. Specialist subjects include small business and financial emerging markets.