The organic beauty brand 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”.
EI Comment: Our research shows Weleda as the leading brand of organic personal care products in the global arena. It is a long history and commended for its sustainability initiatives. If successful, the re-brand will broaden appeal of Weleda products to new consumer segments.
Related Report: The Global Market for Natural Personal Care Products
