Rebranding From Physical to Digital - Ashley Souza of Crabtree & Evelyn
Ashley Souza, Chief Branding Officer, is one of the major players in Crabtree & Evelyn’s recent rebranding. Her main goal was to breathe life into a brand built on heritage and inspired by culture through exploration and travel. Crabtree & Evelyn has always been about more than surface level concerns, connecting culture through products and now bringing heritage and this new approach to resurrect exploration for growth philosophy. A belief that by exploring other cultures and other natural environments, you in turn grow as a person. They’ve currently launched four new collections thus far; Evelyn Rose (a reinvention of a historical collection), Crabtree (inspired by gender neutrality and shareability), The Gardener’s (more artisanal, story led), and Bali (inspired by Ash and the brand’s trip encompassing the culture).See omnystudio.com/listener for privacy information.