Weleda has unveiled a rebrand with a new logo and updated modern look.
It is the first update to the design of the Swiss natural brand in its 100-year history.
“Our brand identity is now more modern, clear and elegant – while staying true to our roots and values,” said international CEO Tina Müller.
The new design, created by German agency Peter Schmidt Group, is aimed at “strengthening its connection with younger audiences while reinforcing its position in the premium segment”.
The new Weleda logo features anthroposophic-inspired typography, a design ethos that is inspired by natural forms, but in a contemporary fashion, the brand said.
The refresh also comes with an updated tagline focusing on Weleda’s history and knowledge of medicinal plants.
“Natural Science” or “Swiss Natural Science” will replace the current tag line “Since 1921”.
“Through scientific research, we unlock nature’s potential to create highly effective, naturally active formulations,” said 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.”
The rebrand will be rolled out to new packaging over the coming months for its natural skin care lines, which includes the popular Skin Food, as well as its pharmaceutical range.
“We are implementing the new logo step by step, ensuring that no packaging materials are wasted,” said Schgaguler.
From April, the new Weleda logo will also appear across social media, Weleda’s online shop and other digital platforms as well as physical retail locations.
“As a brand we have been committed to creating the most powerfully active products for over 100 years,” said Jayn Sterland, Managing Director of Weleda UK.
“That focus remains, but we are thrilled to have a new look and brand identity which reflects the brand’s premiumisation and internationalisation.
“We are confident that our new logo and packaging will prove popular with old and new consumers alike, and will help Weleda attract an increasingly broader audience.”