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Weleda modernizes its brand image for the first time

In the photo above: CEO Tina Müller and CMO Susanne Schgaguler.

Weleda AG, a long-established manufacturer of certified natural cosmetics and anthroposophical medicines, has undertaken a comprehensive modernization of its brand image.



For the first time since its founding in 1921, the logo, Corporate Design and the entire visual brand world revised.

CEO Tina Müller explains: “Our brand presence is now more modern, clearer, and more elegant – without losing its roots and meaning.”

The renewal is in line with Weleda’s positioning “Beauty and health in harmony with people and nature” and the corporate strategy “Growth with responsibility”.

The logo retains its anthroposophically inspired typography, but has been redesigned in a more refined and contemporary style.

The new subline “Natural Science” or “Swiss Natural Science” emphasizes Weleda’s long-standing knowledge of medicinal plants and scientific research.

CMO Susanne Schgaguler explains: "With the subline 'Swiss Natural Science', we are making visible what is deeply anchored in Weleda's DNA: our Swiss roots and our commitment to refining only the best natural ingredients in our Swiss laboratories."

Photo: Weleda modernizes its brand image for the first time.

The transition to the new design will take place gradually and sustainableFirst, the natural cosmetics lines will be adapted, followed later by the pharmaceutical packaging.

The brand and design agency Peter Schmidt Group oversaw the one-year modernization process. Heidrun Angerer, Executive Creative Director, emphasizes: "We wanted a visual Language develop a product that Weleda fans will immediately recognize, but that is also understandable for anyone interested."

From April 2025, the new Weleda logo will be visible on all channels: social media, the web shop and in brick-and-mortar stores.

Tina Müller is convinced: "The change would have been in the spirit of our founders. Ita Wegman and Rudolf Steiner also continued to develop throughout their lives."

With this modernization, Weleda aims to increasingly appeal to younger target groups while simultaneously positioning itself in the premium segment…

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Sierks Media / © Photos: WELEDA

Annabella Trinzen

Author | Editor: media@sierks.media