Baylis & Harding is a British, family-owned brand known for its indulgent hand washes and gift sets that bring everyday luxury into the home. At the heart of the brand is the Signature range, recently redesigned with clearer packaging, improved navigation, and stronger shelf appeal. ​Our brief was to refresh in-store communications, creating a striking look and feel that aligned with the activation strategy, to inform, attract, and position the product as a preferred choice.

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At the heart of the creative is the new ‘fragrance dot’, a central design device used to spotlight the product, with scent and ingredient notes radiating outward. The headline, “Discover Your Signature Fragrance,” invites customers to explore the range and discover their perfect match. We then visualised elegant shop-in-shop display concepts, complemented by secondary placements and out-of-aisle POS to increase visibility and drive conversion.