Brand Identity For Cowshed
The relaunch puts the muddy boots back into a wellness brand that had become too polished to remember.
Otherway developed a refreshed brand identity for Cowshed, reconnecting the brand’s Soho House heritage with its British countryside roots. The new identity balances traditional craft with a modern global wellness sensibility, creating a cohesive and contemporary expression of the brand.
Insights- Cowshed began in 1998 as a spa inside an actual Somerset cowshed, with irreverent product names such as Grumpy Cow and Knackered Cow.
- A polished 2019 modernization made the brand more compatible with contemporary wellness but easier to confuse with the category.
- Otherway’s strategy — “muddy boots and champagne flutes” — restores the tension between British countryside character and Soho House sophistication.
- Reeta Ek’s wild monotype botanicals replace generic wellness illustration with visible texture and authorship.
- The relaunch accompanied Cowshed’s first formula revision in 28 years, connecting the identity change to a material product change.
