Crabtree & Evelyn Redesign

Agency: Bartlett Brands
Creative Director: Rebecca Bartlett
Art Director: Lauren Golik
Designer: Carolina Pistone
Designer: Luisa Betancourt
Copywriter: Kimberly Brizzolara
Location: United States
Project Type: Produced
Client: Crabtree & Evelyn
Product Launch Location: Global
Packaging Contents: Personal Care Products
Packaging Substrate / Materials: Glass, plastic, aluminum, paper

Crabtree & Evelyn was born a disruptor. But, nearly fifty years after their inception, their customer had moved on and the brand was as dusty as the rose potpourri in grandma’s bathroom.

Starting with strategy, we revived the brand equity that made C&E unique—and translated it to a new audience through a full brand overhaul highlighting an entirely new product portfolio. The revamped brand features three product collections—Crabtree, Evelyn Rose and The Gardeners. We designed the packaging to embody each collection’s unique spirit, while working together under the Crabtree & Evelyn brand.

Untamed and undomesticated, Crabtree & Evelyn breaks through once again.

What’s Unique?
For the Evelyn Rose line, we engineered a custom push-pull cap to optimize the functionality and create an iconic shape. For the Crabtree line, we developed a custom transparent blue glass color and incorporated copper elements, providing luxurious weight and a unique finish. For The Gardeners line, we utilized an unconventional label shape to mimic overlapping labels.