Superdrug’s Basic Bath Range

Derrick Lin


Creative Agency:
 Biles Inc.
Client: Superdrug
Location: United Kingdom
Project Type: Produced, Commercial Work

Superdrug strengthens its basic bath range with a redesign by Biles Inc.

Superdrug’s basic bath range rolls out into over 650 stores across the UK this winter, consisting of just two fragrance variants in both bubble bath and shower gel. This range is offered at a low price point and is positioned as an entrance level ‘value’ offering for consumers.

Biles Inc. consciously developed a design that would be attractive in its simplicity befitting such a paired down product and range. The packs sport bold justified type on off-the-shelf bottle shapes and product variant names which describe the colour rather than trying to make more out of the fairly generic fragrances.

Anthony Biles, creative director of the London agency said “This is a real ‘it does what it says on the tin’ solution, deriving beauty from the delivery of functional communication. We were inspired by the plain talking designs of Katharine Hamnett’s 1980s t-shirt designs ‘FRANKIE SAYS…’ for Frankie Goes to Hollywood’s and Wham’s ‘CHOOSE LIFE’.”