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Crabtree & Evelyn Redesigns Florals Packaging

The new packaging, designed with Pearlfisher, seeks to evoke the world of "romantic femininity."

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By: Jamie Matusow

Editor-in-Chief

Bath and body products retailer and manufacturer Crabtree and & Evelyn has redesigned the packaging for its Florals range of fragrances, Lily, Rosewater and Lavender, reports branding blog Popsop.com.

The new packaging seeks to evoke the world of “romantic femininity” and features watercolor illustrations of each fragrance that “grows” around the bottle. The company says this is designed to celebrate each plant or flower’s “natural vibrancy and passion.”

For the redesign, Crabtree & Eveyln worked with Pearlfisher. Sandra Lee, the brand guardian for Crabtree & Evelyn, says, “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.”

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