Honest

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.

Year

2022

Category

Art Direction, Branding, Graphic Design, Package Design, Online Design, Applications

Client

Triplelabs

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.

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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.

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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.

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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.

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BRENDEN


Art Direction:
Doeui Lee, Jaewan Yu

Design: 
Haena Yang, Jaewan Yu

Photography: 
Seungjae Lee, Eunbi Lee (LCC)

Triplelabs


Creative direction:
Jieun Choi

Project Managing:
Sul-A Moon

© BRENDEN Corp.

Seoul Office
2F, 8-11, Nambusunhwan-ro 364-gil,
Seocho-gu, Seoul

Busan Office
20-11, Geumgang-ro 61beon-gil,
Dongnae-gu, Busan