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THG Studios backs Cowshed’s gloriously untamed reset

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SOFIAH NICHOLE SALIVIO

News Editor

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.



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Rosa’s Thai is giving away 4000 free Pad Thais to students

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Celebrating both GCSE and A-Level Results Days, the chain will offer the popular dish to students who buy one of its bubble teas.

The free offer is available at all 42 Rosa’s Thai restaurants across England and Wales.

To avail of the free noodles, students need to register on Rosa’s Thai website for a unique code, which they should present at the restaurant together with a copy of their results.

Rosa’s Thai has a new range of bubble tea flavours, including Ube-Taro, Matcha-Coconut, Mango Sticky Rice, and Milo Chocolate Milk, as well as favourites like Home-brewed Thai Tea with Tapioca, and Lychee Mango with mango boba.

Students can sign up for their free Pad Thai at rosasthai.com/result-day-free-pad-thai and find their nearest restaurant at rosasthai.com/locations.





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Historic coin company enters administration after 20 years

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The London Mint Office, which distributes commemorative coins and medals, appointed administrators on July 31 after 20 years in business.

The company’s website now displays a message confirming the appointment of Michael Magnay and Jonny Marston of Alvarez & Marsal Europe LLP as joint administrators.

A spokesman for Alvarez and Marsal said: “On July 31 2026, Michael Magnay and Jonny Marston of Alvarez & Marsal Europe LLP were appointed as Joint Administrators of The London Mint Office Limited in administration (the “Company”).

“Regrettably, the Company’s liquidity challenges have led to a number of immediate redundancies. We are supporting the affected employees through the redundancy process.


What Happens When a Company Goes Into Administration?


“The affairs, business and property of the Company are being managed by the Joint Administrators who act as agents of the Company and without personal liability.”

The announcement confirms that it is no longer possible to purchase coins or medals through the company’s website.

The London Mint Office operates a distribution centre in Tonypandy, Rhondda Cynon Taf, where it employs a significant number of people.

Administration is a formal insolvency process triggered when a business cannot meet its financial obligations.

An insolvency practitioner is appointed to manage the company’s affairs and may attempt to restructure the business or sell off assets to repay creditors.


What happens when a company goes into Liquidation?


Founded in 2006, The London Mint Office describes itself as “one of the UK’s most trusted suppliers of historic, commemorative, and collector coins.”

It is part of Samlerhuset AS, a Norwegian company based near Oslo and one of Europe’s largest distributors of commemorative coins and medals.

Samlerhuset’s website states that it offers “provide a wide range of coins from ancient to modern, originating from virtually every country in the world.”

The London Mint Office has advised anyone with an interest in the company’s assets to contact the administrators at INS_THLMOL@alvarezandmarsal.com.





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Warning of new rules for Aldi and Lidl after watchdog review

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The Competition and Markets Authority (CMA) has provisionally decided that both discounters should be added to the Groceries Market Investigation (Controlled Land) Order 2010, which currently applies to Asda, Co-op, Marks and Spencer, Morrisons, Sainsbury’s, Tesco, and Waitrose.

This order is designed to prevent large grocery retailers from using land agreements to block competitors from opening nearby stores, often through restrictive covenants or exclusivity terms.

Juliette Enser, executive director of competition enforcement and markets at the CMA, said: “We want everyone to have the best choice of supermarket and range of prices when buying their groceries.

“To ensure this happens, we put rules in place to prevent big supermarket chains blocking rival stores from opening nearby – and now we propose applying those rules to Aldi and Lidl too.

“This is about allowing shoppers to choose where they spend their money and levelling the playing field for all major supermarkets.

“Today’s proposals are provisional and we welcome views before deciding the best way forward.”

The CMA’s review found that Aldi, Lidl GB, and Lidl NI now meet the criteria of ‘Large Grocery Retailers’ (LGRs) due to their store footprint, nationwide presence, procurement model, and the breadth of their grocery range.

Aldi and Lidl were originally excluded from the 2010 order as ‘limited assortment discounters’, offering a smaller selection of products compared to traditional supermarkets.

However, the CMA’s provisional findings indicate that this is no longer the case.

All three now operate large grocery stores, each with more than 1,000 square metres of shop floor space, and offer a full range of products, though with less category choice than some competitors.

They also purchase goods directly from suppliers through integrated wholesaling.

With the UK grocery market estimated to be worth £215 billion, Aldi and Lidl are now ranked among the top five retailers by market share.

The CMA is seeking feedback from stakeholders before reaching a final decision.

Aldi and Lidl could join the other supermarket chains later this year.

The CMA is inviting views until 5pm on Monday, September 7, 2026, and will issue its final decision in the autumn after reviewing responses.

If the discounters are included under the order, they will be prevented from using land agreements to limit competition from other supermarket chains.

The CMA aims to ensure competition across the grocery sector to give shoppers more choice and competitive pricing by removing obstacles to new store openings.





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