THE ICONIST

HONEST

The company (started by actress, Jessica Alba), despite some product hiccups, has one bold and monolithic purpose: To make safe cleaning and care products, without harmful chemicals, for a babies. It is the singular INSTANTLY understandable mission that viscerally corresponds to the emotional concern of parents that has been the primary driver for their stunning sales and success. The Honest Co. is not only the ultimate Icon, but is the ultimate in that Icon being all about transparency. The combination of transparent, instant understanding being tied to the entirety of their identity has allowed them to become an icon in a very short amount of time. They went from $10 million in sales in 2012 to over $300 million in sales in 2017.

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THE ICONIST

THE SOUP CAN

Andy Warhol's soup cans have become some of the most iconic art in our collective consciousness of because their hyper-realized creation deploys the unchanging primordial laws of Blocks - Blocks explain why we pay attention to all things or ignore another. A massive central image, repeated and instantly recognizable, is a tool that any artist, designer, or advertiser can choose to you use to grab attention and generate demand. 

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