During this in-depth interview with Tim Hankins, director of creative services at The Honest Company, Hankins discusses the Honest Company’s three-year transformation from start-up to a billion dollar brand. In this time, the company has retained its strong connections with its customers, thanks in part to its package design. In this webcast, Hankins dives into what makes the brand’s packaging resonate so well with consumers.
Born in Iowa, raised in Northern California and currently based in Los Angeles, Hankins is responsible for the continued development of The Honest Company brand and its creative vision through product packaging, design, print, web and mobile applications. Hankins pursued design to explore his creative interests: art, music, film, games and technology. A childhood hobby became a career when Hankins joined ARTISTdirect in 2000. He then founded his own firm where he designed for diverse clients such as Walt Disney Records, supermodel Marisa Miller, and the LA Philharmonic. The birth of his son prompted Hankins to look for a new challenge after working years in the technology and entertainment industries. He wanted his work to have an impact on his surroundings and the founding of The Honest Company presented the perfect opportunity. Hankins now blends design with healthy, non-toxic products for his family—and the world.
Tim Hankins presented the General Session, Honestly Different: Embracing Design as a Core Business Strategy, at the inaugural 2015 Package Design Matters Conference.