From Nature, With Love is my final Master’s project in Editorial Illustration at LABASAD. Developed as a fictional campaign for Lush, the project explores the tension between consumer culture, environmental collapse, and the role of visual storytelling in making that contradiction impossible to ignore.
Instead of creating a polished beauty campaign, I wanted to build something more direct, something that feels urgent, slightly uncomfortable, and impossible to scroll past.
A campaign where illustration doesn’t decorate the message, but is the message.
Creative Process
From the start, I knew I didn’t want to play by the rules of conventional beauty advertising. Too clean, too safe, too detached from reality. I wanted something louder. More honest.
My research focused on overconsumption and its aftermath—the waste, the extraction, the quiet violence behind everyday convenience. The more I looked into it, the more obvious the contradiction became: we depend entirely on nature, yet keep treating it like it’s disposable.
That tension became the core of the project.
But I never wanted this to turn into pure doom. Noise without direction. So the goal was always balance: critique + hope. Pressure + possibility.
A reminder that things are broken, but not beyond repair.
Visual Language
The whole visual system is built around a radioactive green. It’s not a “calm eco green.” It’s aggressive. Unnatural. Almost toxic.
That’s the point.
It sits in a strange space: it feels like pollution, but also like life force. Danger and regeneration in the same breath. That contradiction reflects the core idea of the campaign, destruction and recovery are not separate stories. They’re happening in the same place, at the same time.
Typography follows a similar attitude. Inspired by Lush’s raw, handmade visual identity, but pushed into a more protest-driven, street-poster energy. Less beauty ad, more warning sign. Something that feels like it could be wheatpasted on a wall at 2 a.m.
Illustrations
The first illustration shows an environment overwhelmed, plastic, waste, and ecological collapse taking over the frame. It doesn’t soften the impact. It confronts it. But within that chaos, there’s still a visual tension pointing toward change, suggesting that awareness itself is the first rupture in the system.
The second illustration shifts direction. A bath bomb dissolves into water and becomes something else entirely, a new ecosystem emerging from the same act of consumption. Nature pushing back through the cracks. Regrowth as reaction, not fantasy.
Reflection
This project is the final chapter of my Master’s in Editorial Illustration. But more than that, it’s a way of testing what illustration can do when it stops being decorative and starts being confrontational.
From Nature, With Love is about friction. Between what we know and how we behave. Between destruction and repair. Between apathy and awareness.
It doesn’t try to fix everything. It just makes it harder to ignore.
This is an independent academic project created for educational and portfolio purposes only. It is a fictional campaign concept inspired by Lush and is not affiliated with, endorsed by, or commissioned by the brand.
