Lush is a cosmetics retailer dedicated to producing fresh handmade cosmetics. The company is centered around helping people feel better about themselves and a staunch believer in campaigning for the environment. The idea of this new in-store packaging campaign was to focus on the brand’s values. Reducing the heavy amount of black usually used in their collateral and offering reusable drawstring bags align the company’s practices to their concern for the environment. A watercolor based design was used to capture the essence of Lush’s most popular cosmetics line, the bath bombs. The look is colorful, as if a bath bomb had just been dropped into the tub.