Why Weleda is refreshing its brand identity after over 100 years

Weleda has unveiled its first-ever rebrand, marking a historic transformation since the company was founded in 1921.

The updated design attempts to strengthen the beauty company's connection with younger audiences while reinforcing its position in the premium segment.

Tina Müller, CEO of Weleda, said: "Weleda is evolving. A strong brand stays relevant by adapting to the needs of today. Our brand identity is now more modern, clear and elegant – while staying true to our roots and values."

Under the rebrand, Weleda has introduced a new logo, featuring anthroposophic-inspired typography in a contemporary style. Meanwhile, the brand symbol with The Rod of Asclepius - a symbol of harmony between beauty and health - has been given a more refined design.

The tagline has also been refreshed, focusing on the company's history and knowledge of medicinal plants.

As part of this, "Natural Science" and "Swiss Natural Science" will replace the current tagline "Since 1921".

Susanne Schgaguler, CMO at Weleda, said: "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. 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 over the coming months for its natural skincare lines, as well as its pharmaceutical range, to " ensure that no packaging materials are wasted".

From April, the new Weleda logo will also appear across all customer touchpoints, including social media, its online shop, other digital platforms, and physical retail locations.