The Essence of Elegan c e i s S i m p l i c i t y
CRABTREE + EVELYN
TABLE OF CONTENTS THE STORY OF CRABTREE & EVELYN 06 Greetings 08 History 10 John Evelyn 12 A New Vision 18 A Great Tradition 20 An Exciting Future 22 Our Friends
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IDENTITY SYSTEM GUIDELINES 28 The New Crabtree & Evelyn Identity 30 Clear Space and Variations 32 Sub Brand 34 Logo Don’ts 38 Primary Color Palette 40 Primary Typeface 42 Identity System
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CRABTREE & EVELYN EXPERIENCE 48 Extension 50 Advertisement 54 Website 58 Crabtree & Evelyn Body 62 Crabtree & Evelyn Mind 66 Crabtree & Evelyn Soul
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THE STORY OF CRABTREE & EVELYN 06 08 10 12 18 20 22
Greetings History John Evelyn A New Vision A Great Tradition An Exciting Future Our Friends
THE STORY OF CRABTREE & EVELYN
We respects the power and beauty of the natural world and is committed to bringing its benefits to our customers.
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Greetings With 350 stores internationally, Crabtree & Evelyn is a purveyor of quality cosmetic and grooming products for discerning consumers. With a long tradition of excellence, the firm is a major presence in the U.S. and U.K. markets. Crabtree & Evelyn has combined ingredients and inspiration from around the globe to create a line of personal care products that are holistic, soothing and rejuvenating. The name “Evelyn” derives from John Evelyn, a 17th-century English writer and early naturalist who called for a passionate responsibility to the Earth and its resources. “Crabtree” is an ancient ancestor to all modern apple trees and is native to England. Throughout history, crabtree have been used in home remedies products.
THE STORY OF CRABTREE & EVELYN
1972 Founded in Cambridge, Massachusetts by Cyrus Harvey, the first Crabtree & Evelyn store began as a family business and sold handmade / machined soap.
History Founded in Cambridge, Massachusetts, in 1973 by an entrepreneur named Cyrus Harvey, Crabtree & Evelyn started as a single shop selling soaps. From the beginning, the store has been dedicated to creating holistic, allnatural products. The concept for Crabtree & Evelyn’s products is based on the English tradition of a “still room.” This was a room where flowers, herbs and fruit grown in the home’s garden were transformed into soothing bath oils, fragrances and skin care products. Though the stillroom may not exist today, the idea of holistic care has been embraced throughout many parts of the world.
As the chain grew, it added skin and body care products. Fragrances and beauty products were added as well.
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1996 Purchased by Malaysian investing group KLK.
2000 The company added lines of gourmet food, teas, comfort clothing and home decorating products.
2002 The best seller “La Source” line transformed the brand into a “more accessible venue“.
2004 Men’s shaving & grooming products were presented to the public.
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2010 A U.S. bankruptcy judge approved a reorganization plan for Crabtree & Evelyn Ltd, paving the way for the selling of soaps, fragrances and lotions to exit court protection.
2009 Filed for bankruptcy protection.
THE STORY OF CRABTREE & EVELYN
“Gardening is a labour full of tranquility and satisfaction; natural and instructive, and as such contributes to the most serious contemplation, experience, health and longevity.” –John Evelyn, English writer, gardener and diarist
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John Evelyn Crabtree & Evelyn is inspired by John Evelyn, a 17th Century Englishman, who was a visionary, naturalists and conservationists. Evelyn traveled Europe experiencing the wonderful cultures and natural environments. His great estate, Sayes Court, was planted with large expanses of elm trees, and the magnificent gardens Evelyn created were a wonder of the age. The diary of John Evelyn is a remarkable picture of 17th century, both in England and on the continent. Evelyn’s personal motto “Explore everything. Keep the best.” has provided inspiration from our founding to this day.
THE STORY OF CRABTREE & EVELYN
A New Vision For decades, Crabtree & Evelyn has been dedicated to bringing naturally made beauty products and enjoyable experience to our customers. Crabtree & Evelyn now faces new challenges from an ever-changing market. Our brand evolution involves reaching out to a younger generation of consumers, both male and female, who want a product that is not only holistic and natural, but can be integrated with ease and simplicity into their busy lifestyles. To do so, the overall design will be shifted from floral, romantic and feminine, to a look that has a universal and elegant appeal.
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PRICE
LA MER
BORGHESE AVEDA JURLIQUE
CRABTREE & EVELYN / AFTER ORIGINS KIEHL'S L'OCCITANE
CRABTREE & EVELYN / BEFORE THE BODY SHOP BODY & BATH WORKS
AVEENO
QUALITY
The brand chart diagram indicates Crabtree & Evelyn’s competitive position. It measures from the objective analysis of price and quality. After rebranding, the brand will be elevated to a higher quality with a reasonable price position.
THE STORY OF CRABTREE & EVELYN
A holistic life experience intertwines body, mind and soul. Crabtree & Evelyn creates a total and harmonious experience that is soothing and rejuvenating.
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SUSTAINABILITY
AVEDA
CRABTREE & EVELYN / AFTER THE BODY SHOP ORIGINS JURLIQUE
KIEHL'S
CRABTREE & EVELYN / BEFORE
L'OCCITANE
BORGHESE
LA MER BODY & BATH WORKS
AVEENO
FRIENDLINESS
This diagram is focusing on a more emotional aspect of the brand. In order to create a holistic burden-free life brand, the sustainability of the environment is a great concern for Crabtree & Evelyn. Also, a friendly service and shopping environment is important to complete the brand’s image.
THE STORY OF CRABTREE & EVELYN
A Great Tradition Celebrating the art of traditional soap making, Crabtree & Evelyn has established its reputation as fine soap and body care product expert. But the overall visual presentation and the product characters restrain Crabtree & Evelyn and lead it into a position as an indoor, traditional and relatively conservative brand.
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THE STORY OF CRABTREE & EVELYN
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An Exciting Future Based on the expectation and the new vision of the brand, Crabtree & Evelyn will be transformed into a brand that delivers natural simplicity. The brand will no have a traditional look, but a younger spirit that is willing to pursue a holistic and natural life experience.
THE STORY OF CRABTREE & EVELYN
THE GREEN GUY º Cares about the the environment. º Lives a simple life. º Eats organic food. º Uses personal care products made from natural ingredients. º Rides bicycle to the office every day. º May grow produce on his patio.
THE GRANOLA GIRL º Enjoys living a relaxing and natural lifestyle. º Wears earthy color clothes. º Never try to catch up with the fashion trend. º Likes to take photos, travel, and read. º Likes to drink coffee or tea. º Is often artistic.
Our Friends The Crabtree & Evelyn community is diverse, but they are united in their ways of pursuing the quality of life and a natural lifestyle.
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THE ARTIST º Has a free spirit. º Eats plain food because he wants to taste the original flavor of the natural ingredients. º Walks to work.º Uses personal care products made from natural ingredients. º “Less is more” is his favorite quote. º Often goes traveling to seek inspiration.
THE PREPPY º Every morning after shower, he applies toner and lotion to his face. º Has a well-organized closet. º Rides bike to work. º Listens to acoustic music while working. º Always looks neat and confident. º Shops at Bloomingdales or Barneys.
THE URBAN CHIC º A high spirited and confident city girl. º Has her own style and always enjoys life. º Pays attention to the quality of life. º Shops at Whole Foods, and eats foods made fromorganic ingredients. º Goes to Pilates class twice a week. º Goes to meditation sessions with her friends.
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IDENTITY SYSTEM GUIDELINES 28 30 32 34 38 40 42
The New Crabtree & Evelyn Identity Clear Space and Variations Sub Brand Logo Don’ts Primary Color Palette Primary Typeface Identity System
IDENTITY SYSTEM GUIDELINES
The New Crabtree & Evelyn Identity The new identity is focusing on combing the symbol with the title. The leaf reinforces the natural characteristic of the brand. The upward extension of the leaf expresses a feeling of thriving, and an optimistic image of the company. The curvy and smooth shape gives an overall organic flow and a sense of relaxation.
MINIMUM SIZE :
1/4�
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IDENTITY SYSTEM GUIDELINES
Clear Space and Variations Clear space is the area surrounding the signature that must be kept clear of other graphic elements. The minimum required clear space is defined by the measurement �X“. This measurement is equal to the width of the stem of the leaf. The variations of the identity include icon, logo type and signature. They all can be be considered for all company branding, communications and presentation.
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CRABTREE + EVELYN 4X
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LOGO TYPE
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IDENTITY SYSTEM GUIDELINES
Sub Brand The new Crabtree & Evelyn includes three main product lines–body, mind and soul. When categorizing different products, the sub brand logo will be used.
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The body product line includes a series of body care products (skin care, body care, hair care and towels), clothes, bags and home accessories (pillowcases, bed sheets and duvet covers). BODY
The mind product line focuses on the organic food experience and diet. The products include organic food, beverages, spices, coffee and tea. MIND
The soul product line provides music, meditation experience and aromatherapy. The products include music album, music download service, meditation courses, essential oils, and other aromatic compounds . SOUL
IDENTITY SYSTEM GUIDELINES
Do not use drop shadow
Do not use colors outside of the color palette
Do not add texture or pattern
Do not use gradient
Logo Don’ts A lot of thoughts and efforts has been given in order to create a perfect signature to represent the company. Do not attempt to re-create the signature or any related elements. Always use the approved artwork.
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CRABTREE + EVELYN
Do not stretch / expand
Do not outline the logo
Do not change the position of the brand name
CRABTREE + EVELYN Do not use any effects
Do not use font other than the Primary typeface (Avenir)
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IDENTITY SYSTEM GUIDELINES
Primary Color Palette For the purpose of creating a neutral and simple look for the brand, the choice of color is critical. The overall color palette pursues the organic feeling, and infuses the brand with a younger look. The colors derive from the natural environment: water, earth and leaves. And the desaturated orange will be used as the highlight color. The values are based on PANTONE color guide.
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EARTH BROWN
WATER BLUE
FOLIAGE GREEN
SUNRISE ORANGE
PANTONE 404C / 404U c:0 m:10 y:20 k:55 r:135 g:120 b:110
PANTONE 5507C / 5507 U c:10 m:0 y:5 k:20 r:200 g:200 b:205
PANTONE 403C / 403U c:35 m:30 y:60 k:0 r:175 g:170 b:125
PANTONE 7412C / 7412U c:0 m:40 y:100 k:5 r:210 g:150 b:45
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IDENTITY SYSTEM GUIDELINES
Primary Typeface In order to present a younger and modern look, changing from traditional serif type to san serif type is necessary. Avenir is the primary typeface for all forms, text and stationary. Adrian Frutiger designed Avenir in 1988. The word Avenir means “future” in French and hints that the typeface owes some of its interpretation to Futura. But unlike Futura, Avenir is not purely geometric; it has vertical strokes that are thicker than the horizontals and shortened ascenders. The geometric structure of this font matches the curvy shape of the logo, and accomplishes the new interpretation of the brand–young, simple and amiable.
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AVENIR 35 Light
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a
AVENIR 65 Medium
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IDENTITY SYSTEM GUIDELINES
965 Sutter St. #513 San Francisco, CA94109 862-242-4467 kiddyland@gmail.com
Identity System The stationery system of Crabtree & Evelyn includes business card, letterhead and envelope for any communication or public relation purposes. To obtain further information, please contact us.
Frannie Chu designer
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crabtree-evelyn.com
CRABTREE + EVELYN 1689-D Arden Way Sacramento, CA 95815 (916) 923-3560 crabtree-evelyn.com
CRABTREE + EVELYN 1689-D Arden Way Sacramento, CA 95815 (916) 923-3560
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CRABTREE & EVELYN EXPERIENCE 48 50 54 58 62 66
Extension Advertisement Website Crabtree & Evelyn Body Crabtree & Evelyn Mind Crabtree & Evelyn Soul
CRABTREE & EVELYN EXPERIENCE
BODY
FABRIC clothes bags accessories
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CRABTREE + EVELYN
Extension In order to achieve the goal of creating a simple and natural brand that transforms from within, the product lines include an overall body, mind and soul life experience. There will be a store to sell the body series products. This multidimensional store provides an overall Crabtree & Evelyn experience. It will carry organic food, music albums and a space for meditation courses as well. Moreover, the company will sponsor farmers market monthly.
HOME bed sheets pillowcases duvet covers
BODY CARE skin care body care hair care towels
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SOUL
MIND
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FARMERS MARKET experience organic produce
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MUSIC music album music download music festival
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ORGANIC FOOD organic food beverages spices coffee / tea
AROMATHERAPY fragrance oil scent diffusers incenses
MEDITATION meditation courses location
CRABTREE & EVELYN EXPERIENCE
Advertisement The new interpretation of Crabtree & Evelyn will be presented in a series of image advertising campaign. The format varies according to different media, such as banners or magazine ads.
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CRABTREE & EVELYN EXPERIENCE
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CRABTREE & EVELYN EXPERIENCE
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CRABTREE & EVELYN EXPERIENCE
Website Crabtree & Evelyn website offers general information about the products and the service. It also provides easier and international access for customer to purchase products online.
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CRABTREE + EVELYN C+E 2010
C+E BODY
SIGN IN
C+E MIND
C+E SOUL
SHOPPING BAG : 0 ITEMS
GIFT
CHECK OUT
STORE LOCATION
THE ESSENCE OF ELEGANCE IS SIMPLICITY
OUR NEW PACKAGING
company info
news
HOME EXPERIENCE
contact us
careers
faqs
FARMERS MARKET
privacy
sitemap
CRABTREE + EVELYN C+E 2010
C+E BODY
SIGN IN
C + E MIND
MEDITATION COURSES
C+E SOUL
© 2010 CRABTREE & EVELYN
SHOPPING BAG : 0 ITEMS
GIFT
CHECK OUT
STORE LOCATION
ORGANIC FOOD organic food beverages spices coffee / tea
FARMERS MARKET
Previously, Crabtree & Evelyn focused on developing skin care products. But after expansion, the brand will sponsor local farmers market, and evolve their produce into an organic product line, including services and food. Changing the impression of a skin care brand into a brand that also sells food is a great challenge. To help to guide us is the USDA (United States Department of Agriculture). This consumer conscious organization will ensure the process of the manufacture and consultant with quality engineers to maintain the highest product standards.
company info
news
contact us
careers
faqs
privacy
sitemap
© 2010 CRABTREE & EVELYN
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CRABTREE & EVELYN EXPERIENCE
Crabtree & Evelyn Body The sensations we perceive with our bodies are the origin of all experiences. To create a holistic life experience, Crabtree & Evelyn will now offer a body care product line on top of body care products, from body to skin and hair. They will offer a series of design fabrics that contain clothes, bags and home accessories such as pillowcases, towels or duvet covers will be included in this line as well.
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CRABTREE & EVELYN EXPERIENCE
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Crabtree & Evelyn Mind Previously, Crabtree & Evelyn focused on developing body and skin care products. But after expansion, the brand will sponsor local farmers market, and evolve their produce into an organic product line, including services and food. Changing the impression of a skin care brand into a brand that also sells food is a great challenge. To help to guide us is the USDA (United States Department of Agriculture). This consumer conscious organization will ensure the process of the manufacture and consultant with quality engineers to maintain the highest product standards.
CRABTREE & EVELYN EXPERIENCE
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CRABTREE & EVELYN EXPERIENCE
Crabtree & Evelyn Soul Creating a relaxing lifestyle requires an in-depth understanding of the human emotion. To achieve this level of abstraction, perception plays an important role. Here, a music album series will be introduced to offer customers a feeling of ease and relaxation. The music style will be focusing on acoustic and world music. Meanwhile, there will be meditation courses offered to the customers for ultimate relaxation. A range of essential oils will be available for sale and they will be available for sampling during meditation.
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“Music washes away from the soul the dust of everyday life.” –Berthold Auerbach, German-Jewish poet and author
CRABTREE & EVELYN EXPERIENCE
Acoustic music comprises music that is great or primarily uses instruments which produce sound through entirely acoustic means, as opposed to electric or electronic means. Famous acoustic music artists such as HEM, Kings of Convenience and Bright Eyes. The soothing tone of this type of music creates a comfortable atmosphere for people to calm, which makes it perfect to represent the soul of Crabtree & Evelyn.
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Our mission is to create products and gifts that transform the ordinary rituals of daily life into extraordinary pleasures.
FRANNIE CHU 965 Sutter St. Apt.513 San Francisco CA 94109 Š 2010 Frannie Chu All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted, in any form or by any means, without the written permission of Frannie Chu. Designed and written by Frannie Chu Typeface: Avenir Sponsored by the Academy of Art University GR.604 Nature of Identity, Spring, 2010