Biles Hendry has created a vibrant and evocative identity for a bespoke range of bath, body and homecare products by Tisserand and Ascot Racecourse. Since 1974, Tisserand has been offering high-quality, affordable aromatherapy products. This new association with Ascot allows the brand to build its global status, introduce premium tiering, and engage a more upmarket target through prestigious retailers and events such as Royal Ascot.
"The creative challenge was to find a connection between the world of horse-racing and aromatherapy," said Anthony Biles, founder and creative director of Biles Hendry. "Our answer lay in sensory experience."
The design avoids the expected - history, horses and pageantry. Instead, it captures a moment in time: the rush of both race and occasion, the blur of the jockeys flashing by in their colored silks, and the race-goers mingling in their smartest outfits. It is this feeling, this elation and sensorial immersion, that is mirrored in the indulgence and invigoration of a deep essential-oil-scented bath at the end of a long day.
As well as the painterly packaging, the Biles Hendry team devised playful fragrance names that work just as well in both settings: Daydream, Serenity, Blissful Joy, Hope and Cheer, Happy Elation and, coming up on the outside, Spirited Away.