Crabtree & Evelyn packaging
Crabtree & Evelyn specializes in premium beauty and personal care solutions, leveraging a direct-to-consumer model and a strong emphasis on natural ingredients. Their packaging strategy features highly branded, multi-material formats that reinforce luxury positioning and enhance the consumer experience.
Packaging Portfolio
Crabtree & Evelyn employs a diversified packaging portfolio that includes rigid boxes, decorative cylindrical tins, and single-layer folding carton boxes—each optimized for both product protection and shelf appeal. Material choices reflect a blend of chipboard, paperboard, and metal, with premium surface treatments such as matte finishes, foil stamping, and intricate illustrations. This approach maximizes visual differentiation, supports premium positioning, and enables a robust unboxing experience, while selectively incorporating recyclable substrates to address sustainability considerations.
The packaging is a folding carton with a smooth, flat construction. It features a colorful design with a prominent green panel on the front, accented by red and blue sides. The edges are clean and precise, indicating a well-constructed box. The surface has a matte finish, giving it a premium feel. The front displays the brand name 'CRABTREE & EVELYN' in bold white lettering, along with the product line 'WILD & WANDER' and the establishment year 'EST 1971'.
The packaging consists of a set of rigid boxes featuring a luxurious design. The boxes are predominantly teal with a matte finish, adorned with a subtle pattern of the brand name 'CRABTREE & EVELYN' in a lighter shade. The boxes are square and rectangular in shape, indicating a premium construction. The edges are clean and precise, showcasing the sturdy chipboard material. The boxes are designed to hold various products, including bottles and jars, suggesting a gift set presentation.
The packaging consists of three individual folding cartons, each with a smooth, flat construction made from single-layer paperboard. The cartons are brightly colored with distinct designs for each candle variant. The edges are clean and precise, indicating a well-constructed retail package. The surface finish is likely a matte or satin coating, enhancing the visual appeal. Each carton features intricate gold foil graphics and text that highlight the product name and scent, with a decorative floral pattern surrounding the branding elements.
The packaging is a sturdy, rectangular box with thick walls, indicative of high-quality construction. The exterior features a smooth, matte finish in a deep teal color, accented by gold foil lettering and geometric designs. The box has clean, precise edges and a luxurious appearance, suggesting it is designed for premium products.
The packaging consists of cylindrical tin containers with a seamless design. Each container features a colorful, decorative surface adorned with floral and butterfly motifs, giving a vibrant and appealing aesthetic. The lids are metallic and fit snugly on top, providing a secure closure. The containers vary in height but maintain a consistent diameter, creating a uniform look when displayed together.
The packaging consists of three cylindrical tins, each adorned with vibrant, detailed illustrations of various flowers, fruits, and insects. The tins have a smooth, glossy finish that enhances the visual appeal. Each tin features a central label with the product name and brand, framed by the colorful artwork. The overall design is consistent across the three tins, creating a cohesive look.
About the Brand
Crabtree & Evelyn operates within the beauty and wellness sector, providing a diverse range of personal care and home fragrance products. The brand’s packaging is designed to align with its heritage, focusing on premium materials, intricate visuals, and a sensory unboxing experience. Packaging plays a critical role in reinforcing the brand’s artisanal and nature-inspired identity.
The company’s portfolio covers hand care, body care, skincare, and home fragrance, each segment utilizing packaging formats optimized for both retail display and direct shipping. Emphasis is placed on rigid boxes, decorative tins, and structurally sound carton boxes, combining functionality with high-impact visual design. Sustainability is a stated priority, though the use of specialty finishes and rigid materials implies a balance between eco-responsibility and luxury cues.
Key Differentiator: Crabtree & Evelyn differentiates through a pronounced focus on artisanal craftsmanship and distinctive, nature-inspired packaging designs that deliver a cohesive and premium brand experience.
Design System
Visual Style
The visual design utilizes serif and sans-serif typography with high legibility, paired with a sophisticated color palette centered around teal, gold, deep green, and vibrant accent hues. Illustrative floral and botanical motifs are recurrent, delivering a contemporary yet nature-inspired aesthetic.
Brand Identity
Consistent use of the Crabtree & Evelyn wordmark, logo, and signature color schemes ensures strong brand recognition. Iconography is minimal, allowing proprietary illustrations and logo treatments to serve as key visual identifiers across all packaging formats.
Packaging Design
Material selection prioritizes rigid chipboard, premium paperboard, and decorative metal for tins. Structural design emphasizes clean lines, precise edges, and secure closures, underpinning both product safety and luxury cues. Finishes such as matte coatings and foil accents further reinforce a premium perception.
User Experience
The packaging is engineered to deliver a multisensory unboxing journey, with tactile materials, layered opening sequences, and visual storytelling elements. This supports elevated brand engagement and reinforces the artisanal, nature-inspired positioning throughout the customer journey.
Company Metrics
Business insights for Crabtree & Evelyn based on available data
Market Positioning
Brand Values & Focus
Key Competitors
Target Market: Affluent consumers seeking premium beauty, skincare, and home wellness products with a strong preference for natural ingredients and luxury presentation.
Packaging Assessment
Overall Grade
Visual appeal and presentation quality
Packaging durability and protection
Eco-friendliness and recyclable materials
Cost efficiency and value for money
Packaging assessment for Crabtree & Evelyn based on industry standards and best practices
Frequently Asked Questions
What packaging materials does Crabtree & Evelyn predominantly use?
Crabtree & Evelyn utilizes a mix of rigid boxes, folding carton boxes, and decorative metal tins, often featuring matte finishes, foil accents, and intricate illustrations. These materials are selected for both their aesthetic appeal and their ability to protect products during shipping.
How does Crabtree & Evelyn’s packaging approach contribute to brand perception?
The packaging is designed to deliver a luxury unboxing experience, with consistent use of branded visuals, premium finishes, and tactile materials, reinforcing the brand’s artisanal and natural positioning.
Does Crabtree & Evelyn employ sustainable packaging practices?
The brand demonstrates awareness of sustainability, incorporating recyclable paperboard and reusable tins in many formats. However, the use of specialty coatings and rigid constructions suggests an ongoing balance between eco-friendliness and premium presentation.
How does their packaging support logistics and product safety?
Rigid boxes and robust cartons are engineered for durability and secure product containment, providing strong protection during both direct-to-consumer shipping and retail handling.
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