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.