Weleda, the global leader in certified natural skincare and anthroposophic medicines, is excited to introduce its renewed brand identity, rolling out from April 2025.
The logo, corporate design, and overall brand presence have been modernised – marking the first comprehensive rebrand in the company’s history since its founding in 1921.
"Our brand identity is now more modern, clear, and elegant – while staying true to our roots and values," said Weleda CEO, Tina Müller.
"Weleda is evolving. A strong brand stays relevant by adapting to the needs of today."
The new Weleda logo remains true to its anthroposophic-inspired typography while evolving into a finer, more elegant, and contemporary design.
Image: Weleda's new-look packaging and logo
The tagline has also been refreshed: rather than referencing the founding year, it now highlights Weleda’s unique expertise.
"With ‘Natural Science’ or ‘Swiss Natural Science’, we highlight our extensive knowledge in medicinal plants, cultivated over more than 100 years," said Weleda CMO, Susanne Schgaguler.
In line with its high sustainability standards, Weleda will gradually roll out the new packaging over the coming months.
"We are implementing the new logo step by step, ensuring that no packaging materials are wasted," added Schgaguler.
Image: Tina Müller and Susanne Schgaguler
Over a 12-month process, Weleda worked closely with Hamburg-based agency, Peter Schmidt Group to revitalise the brand.
"Refreshing a brand with over a century of history is a great responsibility," said Peter Schmidt Group executive creative director, Heidrun Angerer.
"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," said Angerer.
Keep your eyes peeled from April, when the new Weleda logo will be present across all customer touchpoints – via social media, the online store, on digital platforms, and in physical retail.
"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," said Müller.
You can shop Weleda, here.
You can also find the Weleda product range and download hi-res imagery for editorial inclusions, here.
Image credit: Supplied/Weleda
