17th century naturalist John Evelyn has long been the spirit of the Crabtree & Evelyn brand, which, despite its reputation as an English brand, was founded in Connecticut in the 1970s. After extensive research, a collection that originated for the spa was repositioned to reflect the heritage and values of John Evelyn. A collection of antique botanicals from an English collector was purchased to bring authenticity to the brand presentation, and glass and aluminum were the preferred packaging materials. Natural oils permeated the products, and unbleached paperboard was selected for secondary packaging...for a collection infused with history.
JOHN EVELYN'S LIFE MOTTO TO "EXPLORE EVERYTHING. KEEP THE BEST" BECAME DISTILLATIONS' STATEMENT OF QUALITY. THE MOTTO WAS HAND-WRITTEN TO CREATE A BRANDED PATTERN FOR PACKAGING LINERS,
IN-STORE SIGNAGE AND TISSUE PAPER AT THE CASH WRAP.
HIGHLY TEXTURED, WISELY NATURAL AND NATURALLY BEAUTIFUL, THE COLLECTION HARKED TO A DIFFERENT TIME YET WAS DESIGNED TO SPEAK TO THE MODERN SHOPPERS DESIRE FOR PURITY, BEAUTY AND COMFORT.