Crabtree & Evelyn to trial Solution

Toiletries retailer Crabtree & Evelyn will pilot a new branding concept at a central London shopping centre opening next year.

Toiletries retailer Crabtree & Evelyn will pilot a new branding concept at a central London shopping centre opening next year. The Design Solution is creating a format for the store and reviewing its graphic design with Crabtree & Evelyn’s in-house team.

The client is keen to maintain its traditional, quality brand, but wants to target the younger market, says The Design Solution senior designer Rachel Bowyer.

“We are dividing the retail space into separate environments. They will all be fresh, tactile, sensory and simple, to give continuity,” says Bowyer. “The logo might be reworked slightly,” she adds.

If successful, the new format could be rolled out to the retailer’s 20 UK stores. Worldwide, Crabtree & Evelyn has 200 retail outlets.

The new shopping centre, at 1 Poultry in the City, will open early next year. It will house Terence Conran’s latest restaurant venture Coq d’Argent, designed by CD Partnership.

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