In a year of transformation, Weleda underwent a fundamental modernisation and rejuvenation in 2024. Building on this, Linkgroup gave the combined Annual and Sustainability Report a new visual and structural design, created now for the first time as an interactive smart web PDF. The new report offers a contemporary interpretation of what Weleda has symbolised for over 100 years: natural science. Based on scientific knowledge, this global leader in natural cosmetics and anthroposophical medicine develops innovative, high-quality natural products.
Bridging heritage and future
The 2024 Annual and Sustainability Report features a fresh new look – modern, high-quality and distinctive – aligned with Weleda’s updated brand identity created in early 2025. A central company value – ist deep connection with people and nature – has been visually reinterpreted. Organic elements, such as the flowing line separating images on the cover and chapter openings, reflect the form language of the new logo.
Green colour scheme to express beliefs
Weleda stands for an inclusive, fair and regenerative economic system. Fittingly, varying shades of green dominate the new report, bringing these beliefs to life through design. Soft, contemporary background tones complement the primary colour scheme.
Research and innovation focus
Weleda draws on scientific findings to develop natural products that maximise the healing potential of plants. This union of science and nature is echoed in the new visual design – for example, through background imagery featuring medicinal plants and Petri dishes.
New circular diagrams illustrate natural cycles and highlight Weleda’s regenerative value chain, which has defined the company for over 100 years.
Bespoke iconography
Linkgroup developed an exclusive icon style for Weleda. Designed from scratch, the icons are clear, emotional and stylistically unique. A distinctive dot is a recurring motif – appearing not only in the icons themselves but also in the Smart Web PDF navigation.
Data that catches the eye
Unusually dynamic: the new circular charts present data across multiple layers. Prominent segments are large and striking, while smaller ones are reduced in size and scope. The result is a stark and lively visual contrast. Tables are built on clear lines, creating a minimalist layout and intuitive readability.
Naturally connected
The visual language emotionally reflects Weleda’s core values. Images of people in direct contact with nature, and especially the earth – harvesting, touching, connecting with their roots – provide a tangible illustration of the company’s close connection with nature and humanity.
“Linkgroup adapted Weleda’s new corporate design to the reporting concept with great success. The brand’s values and positioning come across clearly, and the design feels younger and stonger in value at the same time. The structure and new smart web PDF format meet the highest standards of modern reporting. Collaboration with Linkgroup was marked by a pragmatic, hands-on approach, strong expertise and the shared goal of achieving the perfect result. The project was efficient and pleasurable – to be repeated!”
Yvonne Samaritani
Chief Corporate Communication Officer Weleda
Website
Project team
Weleda: Yvonne Samaritani (CCO), Susanne Siebel (Communication Manager)
Linkgroup: Lea Binetti (Project Manager), Mirjam Kündig (Creation/Design)
Your contact person
Christian Schwander
Partner
T +41 44 268 12 05
M +41 79 420 19 53
christian.schwander@linkgroup.ch
