The Art Directors Club (ADC) award is considered Germany’s most important creative competition. In addition to campaigns, projects from design and branding are also evaluated by expert juries. Their verdict: The relaunch of the natural cosmetics brand Weleda ranks among the year’s most outstanding creative works – both in terms of conceptual strength (“Concept”) and quality of execution (“Craft”). Weleda received a bronze nail in both categories. In the “Concept B2C” category, this represents the highest award given this year. 

A sustainable native with anthroposophical roots and often-overlooked scientific expertise 

Weleda entrusted Peter Schmidt Group with the task of revising its logo for the first time in the brand’s hundred-year history. The designers approached the project with respect for its heritage, refined small details, and carefully modernized the look. At the same time, they made Weleda’s scientific expertise more visible – because the combination of consistent naturalness and proven effectiveness is a decisive factor for younger generations. A new color spectrum, typography, imagery style, and packaging as the brand’s central touchpoint bring Weleda noticeably closer to its target audience. 

Five further awards across industries and disciplines 

In addition to the two nails for Weleda, five more submissions received ADC “Auszeichnungen” – honors as proof of outstanding creative excellence. The jury recognized the refined personal branding for Portuguese Michelin-star chef Kiko Martins three times, where the geographical coordinates of the cities and countries he has visited form a minimalist visual identity. 

The typeface “BARMER Beat,” developed by Peter Schmidt Group for the health insurance BARMER, also received an award, as did the new brand identity for automotive supplier AUMOVIO. With the latter, Peter Schmidt Group demonstrates its expertise in guiding large companies through spin-offs and mergers: within just a few months, AUMOVIO was created as a new brand – from naming to visual identity – and presented at IAA 2025, counting 82,000 employees worldwide from day one. Accordingly, not only the brand development but also the global implementation were highly complex. The ADC award proofs that both can be achieved creatively and successfully even under significant time pressure.