This branding project is for HONEST, an online diamond store selling quality diamonds online at reasonable prices. For the brand design, we combined honesty and innocence from the dictionary meaning of the word ‘honest’ with the value of trust and excellence delivered by HONEST brand. To differentiate HONEST at various touchpoints, we focused on its brand identity system, package design, online design and content design.
Art Direction, Branding, Graphic Design, Package Design, Online Design, Applications
HONEST brand design zeroes in on ‘combination.’ We combined ‘honesty’ and ‘innocence’ from the dictionary meaning of the word ‘honest,’ to manifest ‘trust’ and ‘excellence’ which HONEST brand pursues. We opted for the combination of straight lines with curves and that of 2 Hs as the key visual strategy for its brand design.
HONEST’s logo is a word type combining straight lines with curves and symbolizing its honesty balanced with its excellence. HONEST’s symbol is comprised of 2 Hs from the logo, and the jewel graphic manifest in the symbol lends itself to HONEST’s unique design embodied in various images and layouts.
HONEST’s symbol, jewel graphic and neon-lime color point are used as its unique identity elements online and offline. Also, the cross-shaped grid system manifest in the jewel graphic embodies consistent and extraordinary images, and delivers the value HONEST pursues.
HONEST’s differentiation is illuminated by its package design customers encounter. The classy package design carrying HONEST’s brand design delivers extraordinary customer experiences, which they cannot get online, and wows customers with its lavishness as befitted the high-end jewel diamond.
Doeui Lee, Jaewan Yu
Haena Yang, Jaewan Yu
Seungjae Lee, Eunbi Lee (LCC)