TWO (2)
PRODUCT LINES
WITHIN FiveBelow
Identity Systems // product lines
Bath Treasures
Bath Bombs
Project Overview
This project focused on creating two distinct bath bomb product lines for a manufacturer seeking stronger shelf presence within Five Below. The goal was to develop Cabana Bombs and Galaxy Bombs as separate but cohesive extensions under the Bath Treasures brand, each with its own personality, visual language, and product story. Before this work, the opportunity was centered on bringing in new bath bomb lines that could stand out quickly in a retail environment, appeal to a younger gift and self care customer, and create a visual system that could scale across packaging, sales presentation, and supporting materials.
The Challenge
The challenge was to create two differentiated lines that could compete for shelf space while still feeling connected under the Bath Treasures brand. Because the product lived primarily in store, the packaging had to communicate quickly, clearly, and with strong visual impact.
The Idea
The concept centered on creating two product lines under Bath Treasures, each designed to trigger a different emotional response.
Cabana Bombs was built around a playful tropical escape. The creative direction used bright, sun soaked color, fruit inspired cues, and a fun vacation mindset to make the product feel cheerful, fresh, and energetic. The line was designed to feel like summer in packaging form.
Galaxy Bombs took a completely different approach. This line was created around a dreamy cosmic theme, using deep color, star filled space imagery, and bold retro inspired typography to make the product feel magical, imaginative, and a little transportive. Where Cabana Bombs felt warm and playful, Galaxy Bombs felt immersive and otherworldly.
Together, the two lines gave the brand range while helping the manufacturer present multiple directions for retail consideration.
The Structure
A clear identity structure was developed so both product lines could live under the Bath Treasures name while maintaining distinct personalities.
The system included:
Parent brand presence through the Bath Treasures logo
Unique line identities for Cabana Bombs and Galaxy Bombs
Consistent packaging architecture across flavors and scents
Bold front of pack hierarchy for quick shelf read
Flexible visual systems for vertical and horizontal applications
Line extensions that could support multiple scent variations
Packaging graphics designed for in store merchandising and sales presentation
The vertical and horizontal thinking was important to the system. The packaging needed to work as an individual product in hand, as a front facing item on shelf, and as part of a larger visual block when merchandised together. This helped the line function both as packaging design and as a shelf level brand system.
The Execution
The execution focused on building two visually distinct packaging systems that were bold, fun, and instantly readable from a distance.
For Cabana Bombs, the design used:
Bright tropical palettes
Fruit led flavor storytelling
Playful illustration and pattern
A lighter, more sunny visual tone
Strong color blocking to separate fragrance variants
For Galaxy Bombs, the design used:
Deep blue and cosmic backgrounds
Space inspired atmosphere and texture
Bold oversized typography
High contrast color combinations
A more immersive, fantasy driven tone
Both lines were designed to feel highly graphic and retail ready, with strong typography, clear product naming, and packaging that could hold its presence in a crowded Five Below environment. The system was created to support multiple SKUs while maintaining consistency across the line.
Execution included:
Identity direction for two separate product lines
Packaging design system
Fragrance and variant differentiation
Visual hierarchy for shelf impact
Product line architecture under the Bath Treasures brand
Sales ready presentation visuals
The Outcome
The result was a cohesive identity system that gave the manufacturer two clear product line directions with strong retail appeal, distinct personalities, and a scalable packaging foundation for future growth.