Diploma project by Csilla Kásler, 2017
Krea School of Contemporary Art, Budapest - Hungary
Brand design - Art director
New logo and packaging design for Weleda natural cosmetics + communication concept.
Weleda
Weleda was founded by humanitarian and philosopher Rudolf Steiner in the 1920s. He also developed the principles of biodynamic farming and anthroposophical medicine, and today many of these principles are still used to create Weleda products.
Weleda strives to source only the finest ingredients from biodynamic, organic and wild crafted suppliers.
Weleda strives to source only the finest ingredients from biodynamic, organic and wild crafted suppliers.
ME AND NATURE.
WE ARE WELEDA
The new concept of the brand identity based on the original, current slogen and philosophy: In harmony with nature and human being since 1921. The name 'Weleda' units all human-being who share similar values in life and the nature itself. We are all Weleda, because it means Me and Nature. Weleda is a state of being.
Primary (vertical) logo and secondary (horizontal) version
Packaging elements
Icons: Bio ingradients, no animal testing, vegan, night (cream), day (cream)
Typography: Hand-painted font by me + Axia font
Colors and patterns
Communication concepts:
REMEMBRANCE
The key point of the communication concept is remembrance.
When we recall a memory, the past and the present becomes one at that moment. We become a special time traveler.
When we preserv traditions and we try to integrate it into the modern world it has the same duality.
The communication concept and slogen is a sequel of the original concept 'We are...Weleda'.
We are the moment, when past and present becomes one.
Trough an old picture we always make this time traveling. We try to imagine how life happend when the picture was taken.
Sometimes we have the chance to re-take a photo. This is what the offline communication is about.
Every Weleda product is developed with a "lead plant" — such as almond, iris, wild rose or calendula — in accordance with a specific skin type and its needs. Thant's why every product has its own "world".
Storyboard
Print ads
Weleda-world (online)
I imagned a microsite where Weleda-people and their memories can meet. This is a community page where you can upload your memories. If you zoom-in you can travel in the universe of memories. Search what your friends uploaded or search by location.
When you upload an image you can tell where was it taken, when, who are in the picture, why would you remember this moment forever?
When you upload an image you can tell where was it taken, when, who are in the picture, why would you remember this moment forever?
Special thanks to Alexandra Petrilák(photo) and to László Herbszt (my consultant) for helping !
