Crabtree & Evelyn
Branding & Design
Born Curious. Grown Wild.
Crabtree & Evelyn was always a disruptor. Founded in 1971, the British lifestyle brand started by selling soaps from around the world. Twenty-five years later, having grown to 160 stores in 22 countries, they pioneered a new category of retail and earned their place among the world’s most iconic brands.
But, nearly fifty years after their inception, Crabtree & Evelyn’s customer had moved on, product expectations had evolved, standalone retail was declared “dead”—and the brand was as dusty as the rose potpourri in your grandma’s bathroom.
It takes leadership with a bold vision and an agency that’s tapped into today to fearlessly reinvent one of the most beloved-then-forgotten brands of our time.
Starting with strategy, we revived the brand equity that had made Crabtree & Evelyn unique—and translated it to a new audience through a full brand overhaul that highlights an entirely new product portfolio and stands out in a digital-first environment.
Untamed and undomesticated, Crabtree & Evelyn breaks through once again.
