Crabtree & Evelyn
About
Crabtree & Evelyn is a heritage bath and body brand that focuses on natural ingredients and creating "everyday rituals into extraordinary pleasurable experiences".
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Partners Since
2022
Category
Body Care
The Brief
In 2022, Crabtree & Evelyn reached out to Hunter to help reintroduce it's beloved heritage bath and body collection, seeking a refreshed packaging design that honored the brand’s rich apothecary-inspired legacy while embracing a modern, contemporary aesthetic.
Packaging Design & Development
The Crabtree & Evelyn heritage line carried strong nostalgic value for long-time customers but needed an updated look and feel to resonate with today’s market. The project began with a thorough audit of the original heritage collection to identify key design elements and Crabtree & Evelyn's brand DNA. From there, we worked in collaboration with the Crabtree & Evelyn team to develop updated product packaging that maintained a sense of artisanal craftsmanship while embracing a cleaner, more modern visual language. Subtle nods to the brand’s heritage were woven throughout—through typography, color palettes, and illustrations—ensuring the collection aligned seamlessly with Crabtree & Evelyn’s brand identity.
A Legacy Renewed
The relaunched heritage line pays homage to Crabtree & Evelyn’s history while presenting a modernized, design-forward collection. The updated look has helped to create renewed excitement among loyal customers and introduced the brand’s heritage story to a new generation through key retail partnerships with TJMaxx, Marshalls, Winners and other retailers. Since partnering with Hunter for their relaunch in 2022, the Crabtree & Evelyn brand has seen 10x sales growth in their brick and mortar distribution channels.
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