Pearlfisher has designed the packaging for Crabtree & Evelyn Iris, an alluring new fragrance for the body and home and the newest addition to the brand’s bespoke Florals range.

The agency had previously worked with Crabtree & Evelyn on various projects and was initially appointed to collaborate on the graphic design and tone of voice for Iris.  Their work subsequently won the redesign Iris as well as the rest of Crabtree & Evelyn’s Florals range which will launch in Spring 2011.

The graphic design of the range works within the conceptual world of ‘romantic femininity.’ The design for each fragrance is an original water color illustration that ‘grows’ around the bottle and the secondary packaging. All colors, patterns shapes, illustrations, photography, and textures are inspired by, or abstracted from, a representative of a specific garden plant or flower. The design story celebrates this natural vibrancy and passion; it is brimming with originality, color and movement.

Sandra Lee, the brand guardian of Crabtree & Evelyn comments,

“It was vitally important to find the right creative partner for this project. The re-design of our classic floral ranges needed to be handled both sympathetically to appeal to our core customer whilst expressing a more relevant appeal to a new and younger customer. Pearlfisher worked in a highly collaborative way with us to achieve what we believe is an exciting new way to articulate the essence of these fragrances in a way that will make a real statement to our customers about the future direction of the Crabtree & Evelyn brand.”

Natalie Chung, Creative Director Pearlfisher adds,

«Crabtree & Evelyn is a design classic—it was a beautiful project to work on and one the whole studio relished; a real labour of love. The new global design is contemporary, magical and quintessentially feminine in its natural charm and allure. Perfect for the brand and perfect for moving into the future with.»

The new Florals range will be rolled out in stages commencing with Iris in September 2010 followed by three additional fragrances in the first quarter of 2011.

Credits:

Creative Director: Natalie Chung, Pearlfisher
Deputy Creative Director: Sarah Butler, Pearlfisher
Creative Partner: Jonathan Ford, Pearlfisher
Strategy Director: Tess Wicksteed, Pearlfisher
Illustrator: Bella Towse, Pearlfisher