Founded in 1971 by an international film distributor and businessman, Crabtree & Evelyn grew to have (at one point) 350 brick-and-mortar stores across 40 countries. Since then, the brand has slowly declined in the digital age, and its branding catered largely to an older demographic. We revived the brand equity that had made Crabtree & Evelyn unique—and translated it to a new audience through a full brand overhaul.