Weleda AG, a Certified B Corp., has launched a renewed brand identity—and it’s Weleda’s first rebrand in its 100-year history.

Weleda’s logo, corporate design, and overall brand presence have a new modern look that highlights its committment to nature. The Swiss brand was founded in 1921, and its new tagline, “With ‘Swiss Natural Science’, reinforces its heritage. The old tag line said “Since 1921.” 

“With ‘Natural Science’ or ‘Swiss Natural Science’, we highlight our extensive knowledge in medicinal plants, cultivated over more than 100 years,” explained Susanne Schgaguler, CMO at Weleda. “Through scientific research, we unlock nature’s potential to create highly effective, naturally active formulations. Every plant is thoughtfully selected, carefully cultivated, harvested, and processed…with nature as the foundation of our business in every respect.”

Weleda is known for its committment to biodiversity, and sources ingredients from its own organic biodynamic gardens and raw material projects worldwide. Its raw materials are ethically sourced, and Weleda is certified by the Union for Ethical BioTrade.

Weleda will roll out new packaging, over the coming months, in line with its high sustainability standards. Its skincare lines will be updated first, followed by its pharmaceutical packaging.

Tina Müller, CEO of Weleda, said, 

“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.”

A New Modern Logo

The new Weleda logo remains true to its anthroposophic-inspired typography and has evolved into a finer, more elegant, and contemporary design. 

The Weleda symbol has also been modernized, while preserving its meaning. The brand symbol with The Rod of Asclepius, a symbol of harmony between beauty and health, has been given a more refined and aesthetic design, the company states.

Heidrun Angerer, Executive Creative Director at Peter Schmidt Group, led the redesign project, and said, “Refreshing a brand with over a century of history is a great responsibility…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.”

Angerer continued, “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.” 

Müller added, “The result is a brand identity that resonates with the spirit of the times.”

Weleda’s New Look Will Roll Out in April

Beginning in April, the new Weleda logo will be rolled out across all customer touchpoints.

Susanne Schgaguler, CMO at Weleda, added, “Refreshing a century-old brand is a significant responsibility. But I believe this evolution reflects the vision of our founders.”

Weleda’s new Skin Food Brightening Serum Stick is shown above, along with its Skin Food Collection.

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