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Ritual

Identity, Packaging


 

Ritual is a rebrand of Weleda, a line of natural and organic personal care products founded in 1921.

Weleda focuses on high quality and sustainable products, with many of the ingredients coming from their own gardens. But their identity feels outdated and unrefined compared to many of their competitors in the same product arena, making it difficult for the brand to stand out.

Moving forward, the goal was to elevate the brand while retaining its spiritual and holistic roots. The new naming and identity refocuses the narrative to clearly communicate the detail that goes into making the products, and their benefits for mind, body, and spirit.

 
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The first step in the process was to research Weleda’s current logo and packaging, as well as its competitors.

I chose to focus on three of the brand’s personal care products: deodorant, toothpaste, and body wash, and gathered information on similar brands who carried each of these products. Each of these other brands centered their messaging around natural ingredients.

 
Old Logo

Old Logo

Old Packaging for deodorant, body wash, and toothpaste

Old Packaging for deodorant, body wash, and toothpaste

Compiled Research

Compiled Research

 
 

The other brands had a clear tone and feeling, but Weleda lacked that sense of strong identity. After reading the history of the brand and the language on Weleda’s website, I had a list of words the brand embodied.

 
 
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The history of Weleda is rooted in anthroposophy, a philosophy of spiritualism and homeopathy. The old logo and the name Weleda, an ancient name for a prophetess or healer, both reflected these ties to medicine and wellness, but weren’t easily understandable or approachable.  

While Weleda’s name didn’t carry the familiarity other brands possessed, what Weleda did have was a clear goal: to stand for integrity, quality, wellness, knowledge, purity, mindfulness, and responsibility.

 
 
 
 

The brand emphasized establishing routines that reconnect mind, body, and spirit with nature. With this in mind, the name Ritual was chosen to give the brand a more recognizable name and preserve its spiritual roots.

 
 
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New, die-cut packaging was introduced as well, with a focus on simplifying the palette and styling to make the different products more recognizable on the shelf as part of the Ritual brand. Patterns on the packaging change based on the product.

 
 
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