Crabtree & Evelyn had had a succession of owners, CEO’s and CMO's over a 20 year period and required a complete re-invention. Given the evolution of boutique brands from bricks and mortar to digital commerce, it was soon discovered that this rebirth was to take longer in development than originally anticipated. In an exercise to retain current global consumers and possibly attracting new we rationalized the complete line-up in both SKU count and sub-brands. This rationalization included full creative, communication and re-branding across the entire brand, including logo, packaging, store design and visual merchandising.