Crabtree & Evelyn
Creative and Brand Strategy
When I joined Crabtree & Evelyn, the brand was standing on the edge of reinvention. Just four months earlier, it had undergone a radical rebrand — shedding its heritage skin to embrace a bold, modern identity. The foundations were there: a new positioning, a new purpose, and a new audience in mind — the globally curious, 28-year-old millennial.
But the challenge was clear. The vision was ambitious, yet the creative execution hadn’t fully caught up. The team needed a way to translate strategy into a living, breathing brand experience — one that felt authentic, desirable, and cohesive across every touchpoint.
That’s where I came in. Inspired by the leadership team’s passion and belief in what Crabtree & Evelyn could become, I took on the challenge to define and deliver a full brand and creative strategy that would bring the rebrand to life — and to market.
Working across packaging, creative direction, digital experience, CRM, and social channels (Facebook, Instagram and TikTok), I helped evolve the brand’s visual and verbal identity into a distinct and contemporary expression. From shaping the website design and storytelling to crafting campaigns that celebrated modern exploration and self-expression, the work reimagined Crabtree & Evelyn as a lifestyle brand built for discovery, creativity, and connection.
This project was about more than relaunching a brand — it was about rebuilding a legacy for a new generation.
Results
Developed and integrated brand proposition and creative strategy into the business
Created and implemented brand guidelines
Established a new creative direction and tone of voice for all creative communications
Revamped social channels with a new content direction with big increases in reach, saves and engagement metrics
Successfully launched a TikTok channel
Implemented a compelling storytelling strategy
Delivered hugely succesful hero product strategy and content for paid ads f
Launched a new website which contributed to +150% sales increase in year 1