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The original Radox fragrance, Juniper & Thyme, has been brought back to life with a new limited edition range designed by PB Creative.

Radox, is the original bath-soak brand and is also known for its range of bubble baths and shower gels. Steeped in history, the brand was originally founded in the UK in 1908, but is now available in other markets including Ireland, Australia, Malaysia, South Africa and the Czech Republic. At its core, Radox has always been, not just about relaxation, but also about unique blends of plants, herbs and minerals that offer moments of everyday revival to hard working people up and down the country. The brand aims to harness the power of fragrance to transform people’s moods and encourage them to enjoy some ‘me time.’

In an increasingly competitive category with private label gaining penetration and competitor brands stepping up their game with new premium formats, the Radox brand team wanted to encourage consumers to re-evaluate the Radox brand in what had become a generic, price driven category with little attention given to enhancing consumer experience and desirability. The brand needed to reassert its position as market leader, reminding consumers that Radox has the best products versus competitors whilst enticing consumers back to the brand and reinvigorating excitement in the category.

PB Creative was briefed to ‘re-imagine’ Radox Original for the present day and develop a premium design platform for the limited edition range inspired by nature and marking a return to the classic Radox fragrance. New designs also needed to communicate heritage and authenticity by restoring the connection between the brand and its roots; blending natural herbs since 1908.

The new range design references the past but has a modern, premium look and feel. Iconic brand assets such as the logo and green lozenge have been re-crafted in a contemporary and relevant way whilst the Juniper and Thyme fragrance story has been brought to life with a much more sophisticated aesthetic.

Lloyd Moffat, Creative Director PB Creative commented: ‘With the return to the original Radox variant of Juniper and Thyme it was important to respect the brand’s equities from the past and the love that many consumers feel for the fragrance, but deliver them in a much more contemporary way that felt relevant to today’s consumer. Heritage with a modern edge rather than a nostalgic look to the past! The result is a premium range design that delivers on the authentic ingredient story and elevates Radox back to market leading status.’

The new range design has been rolled out across both bath-soak and bath salts variants and in two sizes with new packs available in stores now.