Graphic Design + Illustration
Lush Fresh Handmade Cosmetics
ANNUAL REPORT INFOGRAPHIC MERCHANDISE
An annual report on the how UK-based cosmetics' brand is upholding its high standards, and a marketing campaign that highlights this to its global customer base.
The Challenge: Design an annual report for a brand, following its existing guidelines.
The Solution: Create a campaign and an Environment, Social and Governance report that reflect's the UK based cosmetics' brand outstanding ethical values.
THE PROCESS
Research
​As a proudly British brand, LUSH draws inspiration from the Scottish highlands, Welsh and Celtic folklore and English music icons. These muses resulted in a heavily illustrated collection and annual report, inspired by ancestral folk art and the whimsy found in nature.
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Being a Lush employee myself, staying faithful to its branding was a careful balancing act, holding onto the minimalistic branding along with the vivid LUSH shop I know first hand.
BROCHURE
Sketches
The first approach to this campaign was the promotional brochure, for Lushies aged 25-40.
Inspired by LUSH’s UK origins and their respect towards ancestral folklore and nature, I took ample reference of folk art, to tell a story weaving together all their LUSH Giving Products as children of Mother Earth.
Tests
I made three color iterations, and planned a layout for these colors in the illustration.
The final piece is comprised by the two full spread illustrations, along with text sourced from the Lush Giving Products site, and information about various of their sustainability efforts in the last five years.
FINAL BROCHURE
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MERCHANDISING
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KNOT WRAP
To match, I made designs for button pins, so Lushies can advocate for their respective causes and raise awareness in their communities.
Following the line of the folk art brochure, I challenged myself to create a 70cm square Knot Wrap for the Giving line, with a representation of all five products.Knot Wraps are used for bespoke gifts, so this one would be accompanied by its own complimentary gift tag that shares information about the Giving line.
PINS
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As an act of protest, LUSH left all social media on Black Friday of 2021, after the Facebook Files were released.
What remains of their accounts is dedicated to informing their audience of the damaging effects of social media. The brand uses their platform to inform on relevant current issues, which is why I focused my posts in being informative.
SOCIAL MEDIA
Posts:
I selected my favourite product from the line to highlight on this social media spread, which can function as three separate posts, or as a 4 slide carousel.
Stories:
I used official photography found on their website to symbolize how the long tailed macaques are disappearing from the world. The users can see the Hutan Bath Bomb dissolve as they learn about this important endangered species.
ENVIRONMENTAL, SOCIAL AND GOVERNANCE REPORT
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Directed to an audience of stakeholders and investors, upper-middle class. 40-60 year old based in the UK and North America.
Revolving around the theme of "A World of Good", the messaging the brand uses to refer to their impactful charitable work, focusing on the LUSH Giving Products, which donate their proceeds to different grassroots foundations around the world.
THE PROCESS
For the cover design, I sketched out a layout that maintained the friendly and approachable branding, but the modular distribution makes it feel more reliable and serious, to promote a sense of trust with its audience.
FINAL REPORT​
The front cover is a collection of different themes of stoicism, stability, nature and protection, with a whimsical and folk-inspired layout.
The timeline spread simplifies an informative page, giving us a rundown of Lush's biggest sustainability moves.
The first spread is an example of what a written content heavy layout of the report would look like, with minimal graphics, but enough to tie its original inspiration.
The following spread introduces the Giving Products line, and which causes they support.
The final spread exemplifies what an infographic spread would look like, keeping with the modular layout and illustrative style.
FINAL IMAGES
Fonts used:
Body, heading and main logo: Helvetica​ by Haas Type Foundry
Branding display: Lush Handwritten, by Dalton Maag
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