Iris by Crabtree & Evelyn

"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 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."

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.

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.”

Comments

[Spiracles]

It has none of the formal but playful elements that loyal brand lovers have grown to trust. I I dislike the first "i" in Iris. It looks like a chain drugstore product. I see no Crabtree comforting conservatism in this at all. They swung the pendulum too far on this one.

[Richard Baird]

As above a very conservative resolution and possibly a little dated, I'm sure Pearlfisher were pushed in this direction.

[Marie Basalone]

I love this new design. Just saw it in their newsletter today and immediately order the soap to give as a gift. Congratulations C&E !!

[Nlb]

On the contrary, Spiracies, this design allows their product to stand-out against the competition because it's so "against the grain" of current trends in graphic design and package styling, those that haven't changed much since the 1990s.

One of the strongest competitors here in the U.S. for "Crabtree & Evelyn" is "Caswell-Massey"; both have a mix of soliflore full body options, with some more historical leaning blends that either give a nod to old formulas or are modern re-formulations of them. "Crabtree & Evelyn" is sort of the keeper of "elegant femme" offerings, geared to a country-life, middle class audience and most of their packaging is meant to cater to this focus group, while the "Caswell-Massey"" brand is more the historical apothecary with a focus on the masculine and aimed at "city types". "Iris" will stand-out because it feels "country" yet has urban lines and rebels against current trends by showcasing an actual painting from an up-and-coming artist, rather than just a non-descript over designed aesthetic. It reminds me of the hand-painted shop signs of the 1920s or perfume bottles of the 1940s, when re-purposing was what stylish and forward-thinking people did. Even the plum tones and "v" shaped cap evoke a streamlined 1940's dinner jacket. I think it's clever packaging and has a very "real" feel to it; the hand painted "imperfection" of the imagery hasn't been over-designed to the point of senselessness. It's different.

[sam]

Very flowery marketing talk there, but on face value it looks dated, cheap and has lost the heritage that gave crabtree it's credibility, I think it's actually swung from being to different to being generic. Maybe the American market would find this refreshing, but we've seen it all before in the 90's.

[Woody3D]

Yes, as a Graphic design Artist (and Animator...) myself, the last thing C&E should have done would be to go for blank, stark, TYPICAL, austerity (Formal I believe it is called above). If one want 'Formal, buy Vera or Van Cleef, if one wants Home, Hearth, Health and Happiness - Go for the Beautiful Flowers represented on C&E. Surely they must package something at once Classic and Modern hence the Packaging. Crisp Clean but still Artistically rendered (thank God it's not a CGI 'Photorealistic' Iris..) Classic AND New! What's Wrong with the i in Iris, You do Realize thy are going for a LIFE Motif, the Dot in the i is growing out om the letter from a VINE,. It is a Vine, a Stem! It is most Clever actually.

Would you rather a simple dot? Now >THAT< has been done!

I had no idea it was even out but I found the Iris quite by accident and immediately ordered the EDT and th Room SPray and I am a MALE! Iris is a Very Ethereal Nutty. (I equate most smells with a color, being a visual Artist, IRIS makes me see Blue) I hope it is Unisex, but even if not, almost all fragrances can be enjoyed by males in the Home! Good smells are for everybody and Flowers are certainly no just for Females! I'm hoping this is a Soliflore quality Fragrance that simply smells of the Flower it represents! I will come leave a note about it when it arrives!