Lush is a cosmetic’s company that produces and sells both environmentally and animal-friendly products. Ethics are at the sole of this company and so this annual report is focused on telling that story of their humble beginnings and the strides they are making to better the world.
One of their key mottos is handmade; every item in the store in made by hand, with care. So, throughout this report there are hand-cut and hand-drawn flora and organic elements coinciding with their core values. In keeping the aesthetic on brand, the color scheme was: black, white, green and yellow. Alongside the color scheme, Lush is heavily influential in the social media field (prior to 2021) with their photogenic products so, images found within are mixed between personal product imagery and images found on their media sites focusing on their products, patterns and the people. Branded typeface families Arial, Arial Black and Lush were used throughout. Lush typeface is similarly a customized and handmade font specific to the brand itself. The format size has been squared-off in relation to the justified type of their current logo.
Another core value is Naked Packaging, meaning products that are non-liquid are sold unbound by unnecessary packaging material. So, this report is left unbound with packaged only with a die-cut belly band only covering and revealing what is necessary.
Lush’s 2017 Annual report is printed on French White Parchtone in 80# cover because it’s both an environmentally and cruelty-free paper stock and the sturdiness of the cover stock reinforces the stability of the unbound nature of the book, like many of Lush’s products.
All display packaging is reused from past personal Lush purchases.