Sincere.


SINCERE. / 2019



Sincere is a house of brand that is made for those who seek the truth.
The brand consists of five brands, which are Milk, Lonely, Harry Were, Sweetgreen, and Darling. These brands are dedicated to the idea of truth in their product, imagery and the way they conduct business. They stay transparent in all aspects, from product sourcing to consumer relations.
The target audience is anyone who is seeking the truth, but especially for working age women (age 21-60), in any ethnicity.



Short promotional animation





SINCERE GUIDELINES

The logo reflects the simplicity and genuineness, using a typeface without alteration. The font is simple yet unique, which represent how the brand supports diversity.
The hero color of the brand enhances organic and natural essene. The coor is also one of the skin tone palettes, which represent the brand being inclusive to any ethnicity.