The visual identity extends beyond digital thumbnails into the material construction of the physical album release. Eilish used this campaign to confront vinyl production waste, turning the album cover into a real-world case study for eco-friendly manufacturing.
Instead of standard virgin PVC plastic, the physical records utilized 100% recycled compound made from factory off-cuts, alongside Bio-Vinyl derived from non-fossil fuel recycled bio-waste. The outer sleeves and lyric inserts were manufactured from 100% post-consumer recycled paper and fiber, bound with water-based inks and non-toxic plant adhesives. The glossy, hyper-saturated visual of the deep water required specialized non-petroleum inks to ensure the intense blue depth reproduced cleanly without plasticized coatings.
