The future of conscious living
Honest Company
Inspiring people to love living consciously.
Read morelessIlluminating
The original Honest Co. philosophy: “You shouldn’t have to choose between what works and what’s good for you”. By 2020, the competition had caught up and they needed to redefine the brand for the future. We found living good feels good — and “gives me swag, makes me happy and shows the world I care” — especially when I can do it every day.
Thinking
We evolved Honest’s mission to inspire people to love living consciously. We’re not in the business of beauty or personal care. We elevated Honest into a category of one as “a conscious living company.” Creating the brand platform: “Real, Conscious Living,” giving Honest the permission to expand into new categories.
Doing
We modernized and rationalize the design system to provide a disciplined portfolio approach while retaining the creativity and spontaneity that the brand is known for. Together, we worked on a significant style guide and brand guidelines across all verticals that would help liberate the team and deliver creative and consistent work.
Impact
In 2021, Honest Co. saw increased brand awareness, growth in household penetration, increased market share and expanded omni-channel distribution, topped off with a successful IPO, after which it was valued at over $2 billion.
Our role
Consumer research
Competitive audit
Brand strategy
Brand tagline
Style guidelines
Brand guidelines
Visual merchandising
Pitch decks
