Weleda's New Brand Positioning Inspires Two Award-Winning Package Designs For BRIGADE
Graphic Design USA (GD USA) honored our team with two 2017 American Graphic Design Awards for our work with Weleda North America. These awards were given for our work on two of Weleda’s recent point-of-sale campaigns: the Weleda Clean Beauty Kit and Weleda Baby Starter Kit.
The Weleda Clean Beauty Kit—the bestselling collection of essential Weleda products, including Arnica Massage Oil, Salt Toothpaste and Skin Food—brings to life a simple but powerful aesthetic, while engaging consumers with Weleda’s inspiring and aspirational messaging.
The Clean Beauty Kit is the first product to bring forward Weleda’s new brand positioning, which will be rolling out over the next year. As a much-loved brand since 1921, Weleda’s new positioning connects to a modern audience, while celebrating their history and expertise in the personal care sector. According to designer Kate Fickett, Weleda was seeking a design that would inspire gifting, pay homage to the holiday season without feeling too “holiday,” and illustrate the importance of connecting to nature.
“The wreath solved this multi-faceted design problem beautifully, by incorporating several elements into this one piece of artwork,” Fickett explained. “It incorporates the crown of a goddess, the full circle indicative of the body, mind and spirit connection, and low-key holiday vibe that Weleda was looking for. We layered these elements seamlessly with the Weleda logo and branding, along with the Whole Planet messaging.”
Proceeds from purchases of this kit support the Whole Planet Foundation, a nonprofit established by Whole Foods Market that’s on a mission to alleviate poverty. The organization accomplishes this by micro-crediting communities around the world that supply Whole Foods with products.
We refreshed Weleda’s Baby Starter Kit with a clean look-and-feel that uses more white space and lighter colors than past iterations. The packaging also includes playful aspects like an illustrated ladybug flying in the top right corner, which helps this kit stand out from other adult-focused collections.
These two kits are not just noteworthy for their design—the products are amazing, and we’re sure natural skincare product users and Weleda devotees everywhere will be popping them into their shopping carts.