Weleda AG introduced a renewed brand identity. The logo, corporate design, and overall brand presence have been modernised – marking the first comprehensive modernisation of the brand appearance 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,” revealed CEO Tina Müller.

The company underwent a comprehensive modernisation process with the brand and design agency Peter Schmidt Group, as part of its evolution as a purpose-driven company.

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.

“With ‘Natural Science’, or ‘Swiss Natural Science’, we highlight our extensive knowledge in medicinal plants, cultivated over more than 100 years. 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 over the coming months. “We are implementing the new logo step by step, ensuring that no packaging materials are wasted,” explained Schgaguler.

After the transition of the Weleda natural skincare lines, the pharmaceutical packaging will also be updated. 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.

“Refreshing a brand with over a century of history is a great responsibility,” 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.

“The result is a brand identity that resonates with the spirit of the times. From April, the new Weleda logo will be present across all customer touchpoints – on social media, in our online shop, on digital platforms, and in physical retail,” added Schgaguler.

“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.