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.
