Weleda USA
Creative Direction, Copywriting, Branding and Design Consultation
Weleda USA. Our mission was to build brand awareness and create an emotional connection between the U.S. consumer and one of the oldest wellness brands in Europe, as well as to move Weleda into a dominant position in the natural skincare sector by leveraging Weleda’s long European history with deep roots in natural products with biodynamic and anthroposophic practices.
Working hand in hand with WELEDA USA, we helped reposition the brand’s vision and positioning for the US market. Over three years, from inception to implementation, we developed brand guidelines, campaign concepts, and templates for the agency partners to follow (advertising agency, digital agency, packaging designers, retail designers, and public relations agency). The agencies worked closely. Ameena Meer was the creative lead, providing her knowledge and beauty industry expertise. Supported by our internal research, photography research, creative, and management team. Ameena art directed the still and video shoots and oversaw the creative process through to implementation, bringing to life a unique vision for the brand.
Weleda’s sales are directly linked to our successful collaboration. At Whole Foods alone, sales increased 68 - 77% each year, the sales in other natural lifestyle stores increased 65% each year, and the sales in mainstream stores like Target, Walgreens, Wegmans, and Walmart increased 100%.
