THG Studios has partnered with Cowshed on a new brand campaign, Gloriously Untamed, supporting the British wellness brand's relaunch and image reset.
Centred on Cowshed's Somerset origins, the campaign presents the brand as less polished and more rooted in everyday indulgence. It marks a fresh push for the business, founded at Babington House in 1998, with the message that wellness should feel pleasurable rather than tightly managed.
Shot in the English countryside, the campaign draws on Cowshed's long-running "champagne flutes and muddy boots" idea to frame a mix of calm and disorder. Styling features products and clothing from British names including Damson Madder, Oliver Bonas and Marks & Spencer, while the visual direction leans on countryside imagery and domestic rituals.
The work combined a physical shoot with limited use of artificial intelligence in post-production and content creation. Alongside the campaign imagery and film, THG Studios also produced eCommerce photography for Cowshed's updated product range.
The relaunch comes as beauty and wellness brands face growing pressure to stand out in a crowded market, where many have adopted clinical design cues and language around optimisation. Cowshed is seeking to differentiate itself by emphasising scent, British provenance and a more relaxed tone.
That positioning sits at the heart of the campaign. The brand describes its refresh as "fragrance-first" and "design-led", with revised formulas, stronger scent profiles and new botanical packaging intended to support the wider repositioning.
Creative direction
Rob Sanderson, group creative director at THG Studios, said the brief called for a tone that reflected the brand's origins and personality rather than the conventions of the wider category.
"Cowshed is a brand with real soul, and that required an approach that matched its honesty. In a world of wellness brands increasingly governed by rigid rules and an overly clinical pressure to be perfect, we aimed to re-energise Cowshed with some of the creative, offbeat energy that made the original Soho House parent brand so disruptive in the 90s."
"'Gloriously Untamed' became our mantra, expressing a sense of luxury without reverence and indulgence without apology. Drink champagne in the bath if you want to, get your boots muddy and jump in a river if you feel like it. If it feels good, do it. In Cowshed's world, we embrace the Great British weather, we break the rules with style, and we live life on our own terms. Above all, we do it with a grounded sense of fun and freedom, because pleasure shouldn't need permission."
The campaign also reflects a broader effort by THG Studios to show how its in-house creative, strategy and production teams can work together on brand repositioning projects. The studio is part of THG's wider commerce services business and has been expanding work across advertising, content production and online retail assets.
For Cowshed, the relaunch is as much about restoring brand identity as it is about changing packaging or campaign imagery. The business was established within the Soho House orbit and built a following around bath, body and home fragrance products shaped by a recognisably British mix of rural references and urban lifestyle cues.
Its latest reset aims to bring those references back to the foreground. The updated brand expression is intended to feel human, sensory and irreverent, with one foot in the city and the other in the countryside.
Brand reset
Kat Kerrigan, Senior Brand Manager at Cowshed, said the relaunch was designed to reintroduce the brand with more confidence while preserving its original character.
"With Gloriously Untamed, we wanted to reintroduce Cowshed with the character it was born with: British, sensory, irreverent and deeply pleasurable. Cowshed has always stood for wellness that feels human rather than prescriptive - fragrance-led, beautifully made and grounded, with one foot in the city and the other in the countryside. This relaunch brings that spirit back with more confidence and more design, from elevated formulas and bolder visual codes to a campaign that lets the brand be a little wild again. THG Studios understood that immediately. Their world-class studio team, strong production craft and thoughtful use of AI helped us create something unmistakably Cowshed: premium, playful, modern and proudly British."
THG Studios said the work was produced across its UK creative spaces as well as on location. It has positioned its production infrastructure as a differentiator for consumer brands looking to combine campaign work with online retail imagery and film.
Cowshed's relaunch reflects a wider pattern in beauty and personal care, with established labels revisiting heritage and tone as they compete with digitally native brands and changing consumer tastes. Rather than chase a clinical or highly perfected aesthetic, this campaign leans on British humour, countryside references and a less regimented view of wellness.
Cowshed also used THG Studios for eCommerce photography to create what it described as a more cohesive expression for the refreshed range.