The Romantically Feminine Private Brand From Crabtree & Evelyn

London and New York based design and branding agency Pearlfisher has redesigned the packaging for Crabtree &Evelyn’s keystone Florals Private Brand Lily, Rosewater and Lavender. The retailer owned eponymous brand debuted its new design with the launch of the new fragrance Iris in September 2010 and will now be seen on the remaining 3 fragrances in the Florals line when they launch in March 2011.

The design of the range works within the conceptual world of ‘romantic femininity.’ The design for each fragrance is an original watercolor illustration that ‘grows’ around the bottle and the secondary packaging. All colors, patterns shapes, illustrations, photography, and textures are inspired by, or abstracted from, a representative of a specific garden plant or flower. The design story celebrates this natural vibrancy and passion; it is brimming with originality, color and movement.

Sandra Lee, the brand guardian of Crabtree & Evelyn comments, “Pearlfisher worked in a highly collaborative way with us to achieve what we believe is an exciting new way to articulate the essence of these fragrances in a way that will make a real statement to our customers about the future direction of the Crabtree & Evelyn brand.”

Tess Wicksteed, Pearlfisher Strategy Director

Natalie Chung, Creative Director Pearlfisher adds, “Crabtree & Evelyn is a design classic—it was a beautiful project to work on and one the whole studio relished; a real labor of love. The new global design is contemporary, magical and quintessentially feminine in its natural charm and allure. Perfect for the brand and perfect for moving into the future with.

To learn more about the work Tess Wicksteed, Pearlfisher Strategy Director will be speaking at the conference FUSE 2011 this April, in Chicago, alongside Sandra Lee, Group Director of Crabtree & Evelyn. The presentation will explore the revival of the iconic brand.

FUSE, hosted by IIR, the producers of the Private Brand Movement conference, is one of the most anticipated branding and design events of the year. The conference unites the world’s top brand strategists and design minds to share case studies and ideas about fusing strategy with design to drive brand innovation.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.