Ritual
Brand, Packaging
Ritual is a conceptual rebrand of Weleda, a line of natural and organic personal care products.
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 But their identity feels outdated and unrefined compared to many of their competitors in the same product arena.
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.
The brand promotes routines that reconnect mind, body, and spirit with nature. With this in mind, the word Ritual was chosen to give the brand a more recognizable name and preserve its spiritual roots.
I decided on this change since the previous name, Weleda, wasn’t easily understandable or recognizable compared to competitors. Though the word weleda, an ancient name for a prophetess or healer, reflected the brand’s basis in homeopathy and spiritualism, it did not distinguish the brand as a quality choice for personal care.
Process Sketches
New, die-cut packaging was introduced, with a focus on simplifying the palette and styling to help the products stand out on the shelf. Patterns on the packaging change based on the product.
