Cowshed Celebrating champagne flutes
and muddy boots.

Born in the cow sheds at Babington House in Somerset, Cowshed was shaped in its earliest days by its raw rural surroundings, where wellbeing, nature and indulgence came together in equal measure. As part of the wider Soho House world, it carried a distinctly British character from the start.

But as the wellness category evolved, Cowshed began to lose some of what made it so distinctive. In an increasingly polished space, its natural ease and character risked being diluted, with less of the contrast and charm that once set it apart.

Otherway partnered with the brand team to reset and reconnect Cowshed back with its origins, while ensuring it felt relevant for a modern audience. The strategic North Star became the creative tension defined at the heart of Babington House: muddy boots and champagne flutes. A balance of rural authenticity and effortless indulgence that defined the new brand world.

With the identity refined and Somerset, England celebrated at the centre, we created a more expressive visual world that brought together the natural and hedonistic sides of the brand into a single language.

A collection of bespoke illustrations by artist Reeta Ek was commissioned. Inspired by the flora and fauna of the British countryside, the hand-painted botanicals create a wild, expressive visual world that grows across the brand and onto packaging, housing new formulations created by Cowshed from the ground up.

This is balanced by a clean, contemporary design system, allowing the artwork to take centre stage while bringing greater consistency and clarity across the range.

Alongside this, a refreshed tone of voice was developed to stand out in an increasingly polished wellness space. Placing authenticity, warmth and a light sense of imperfection at its core.

From campaigns to product, every touchpoint feels open, honest and human, re-establishing Cowshed’s distinctive British character for a modern, global audience.