Celebrating a safer diaper solution for babies and the planet.
Client
The Honest Company
Scope
Logo design
Identity development
Campaign development
Digital design
Illustration
Production
Role
Concept, design, art direction, illustration, production
Design Team
Rohan Juneja, Jenny Romei Hoffman, Michelle Ghiotti
Since its founding in 2011, The Honest Co. has pioneered creating more natural and sustainable baby and beauty products. So when Honest was ready to launch its new Clean Conscious Diapers, they wanted a campaign to announce their breakthrough in baby care. We created a 360-degree digital ad campaign that included OTT video spots, animated ads, and organic social posts showcasing the reasons why these diapers were better for both babies and the planet.
Designed at Ashton Design in partnership with ATTN:
“Clean Conscious"
When a person becomes a parent, their perception of the world changes, and they're suddenly conscious of so many new things. This was the driving idea behind the campaign's strategy— “Why didn't I think of this before?", “Is this safe for my baby's skin?" and even “Did you just pee?"
Imperfect on Purpose
The Clean Conscious identity purposefully mirrors the caring, imperfect aspects of parenting. The rounded typography and hand-drawn illustrations feel soft and approachable in nature-based pastels.
Building the Clean Conscious Campaign
To capture the parents' perspective, ATTN: partnered with five families to capture unscripted moments of their lives via iPhone. The resulting footage gives a relatable glimpse into the highs and lows of modern-day parenthood.
Hero videos combine the footage with voiceovers from the founder, Jessica Alba, to introduce the product to consumers. The videos were complemented by a three-tiered communication strategy, focusing on brand awareness, product features, and critical brand differentiators.
Digital Rollout
The digital ad strategy was two-pronged. Organic posts focused on their increased sustainable design, while retargeted display ads featured key differentiators, like Honest's signature diaper patterns, to drive conversions.
Website
Honest's website acted as the campaign's centerpiece. All aspects directed users to the site's homepage, where a custom-designed takeover celebrated the launch of the new product.
Driving Results
Following the campaign rollout and product launch, Honest enjoyed a 24% growth in diapers, which contributed to an overall company growth of 16% in 2021. Clean Concious Diapers continue to be a key product for Honest's bottom line and brand identity.