Belicare is a Korean underwear brand that believes in the power of comfort. They believe that women are most beautiful when relaxed and at the most natural state. Because they care about the wellness of women, they shedded unnecessary elements and created underwear with minimal design but exceptional comfort.

Due to the word ‘care’ in the brand’s name, Belicare was concerned that they were easily mistaken for a pharmaceutical company. They asked for a logo that would visually distinguishes itself as a feminine underwear brand. To satisfy their inquiry, I created a sophisticated serif typeface for the logo, adding an edge without hurting the brand’s minimal aesthetic.