Crabtree & Evelyn foods set for revamp by Smith & Milton

Smith & Milton is working on the brand strategy and packaging for Crabtree & Evelyn’s range of luxury foods.

The consultancy won the work in January after being approached directly by the client, according to Smith & Milton strategy director David Haseler. He says the consultancy will be looking to redefine the strategy for the range, as well as working on packaging designs for more than 70 stock-keeping units across the range.

Crabtree & Evelyn’s luxury food range comprises teas, preserves, biscuits, gifts and accessories.

Haseler says the packaging designs will use elements from Crabtree & Evelyn’s extensive archive of packaging designs.

He says, ’Crabtree & Evelyn’s founding motto was “Explore everything. Keep the best”. That is exactly how we will approach this fantastic brief.’ He adds, ’The approach we are using is one that truly leverages brand heritage.’

Haseler says the consultancy has already carried out strategy workshops, and is preparing artwork for presentation. He adds that there may be ’refinements’ to the marque as part of the work.

The work is set to hit shelves across international markets in April or May, and will continue to roll out over the coming months.

Alongside its fine food range, Crabtree & Evelyn also produces gifts, fragrances and toiletries.