Crabtree & Evelyn has long been a household name, but this year the brand has decided to go back to what it does best to embrace the ethos of its founder, travel and nature enthusiast Cyrus Harvey. Along with its brand-new identity underpinned by the ethos ‘Born curious, grown wild’, Crabtree & Evelyn has resolved to revisit its approach and embrace a new generation of consumers. The brand has a new e-commerce site, is halting production of its pre-existing products and is closing its current stores to concentrate on opening a small number of flagship stores around the world.
As part of this leap forward, Crabtree & Evelyn has just launched its second new collection, Crabtree. The unisex range focuses on essential products that it says encompass the brand’s love for life, complementing The Cult Collection, an edit of the brand’s reinvented classics.
Crabtree’s pared-back packaging beautifully encompasses the new heart of the brand and new products such as the Buff + Invigorate Body Bar and the Renew + Nourish Hand Cream are infused with the brand’s new mood-enhancing signature scent comprising notes of pomelo, eucalyptus and apple.