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A lot of things have a long history with us, this also applies to the design of our products. In an interview, Andreas Sommer, Head of International Marketing, reveals more about the meaning of colors and circles - and how we see ourselves.
What is the difference between Weleda and its competitors?
We develop our Weleda products on the basis of our unique understanding of people and nature. For us, humans are a being made up of body, mind, soul and consciousness - that is why our holistic beauty and health are important to us.
This approach is also reflected in the new Weleda logo.
Yes, we have surrounded the logo with four overlapping circles. They stand for the four mentioned human aspects and at the same time give the logo the shape of a seal that stands for the authenticity and quality of the products.
What role does the color play?
A major role. The color picks up on the key plant of the respective Weleda product and is therefore characteristic of our packaging and advertising material. When we ask our customers about Weleda, they immediately think of the color. This is one of the great strengths of our brand, which sets us apart from our competitors. The colors must not be technical, they must be alive and able to change. That's why we chose the watercolor style. Its appearance is as if hand-painted, one could also say artistic, and thus corresponds to the way our products are manufactured, in which there is a lot of manual work. The watercolored areas form the background for images of products, plants and people.
Have you also redefined the representation of people and plants?
We don't just want to portray people as "beautiful" in the traditional sense. Rather, their authentic beauty should be expressed as a mirror of their soul. That is why we work wherever possible with expressive people who are more than “just” professional models.
For us, plants are more than just matter. They are primarily living beings that we want to represent as such. In our communication campaigns and in some cases on the packaging of our natural cosmetics, we are therefore increasingly depicting plants.