© 2020 Emma Brown

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crabtree 

& evelyn

My role

Lead creative / art director

The ask

To help launch their new British Home Collection on their website, Crabtree & Evelyn tasked us with creating a new copy and aesthetic style that appealed to millennials. 

The insight

Millennials gravitate towards a cleaner aesthetic, rather than the cluttered and heavy look Crabtree & Evelyn had favoured before.

 

So by clearing that out and giving it a fresher look, they'd be able to pivot and appeal to a younger audience.  

The idea

 

Working with a props artist, we developed a brighter and more modern feel to help the brand move forward in its desire to capture a millennial audience.

 

Liaising with a photographer, we used a one-day shoot to capture the 8 new fragrances in different situations to showcase their versatility and design aesthetic.