BF Dentistry (short for Bumjin & Friends) is a newly established dental practice in Ho Chi Minh City, Vietnam, founded by a group of dentists from South Korea. As an emerging economy, the living standards of Vietnam have improved greatly over the last decade. As a result of this development, the people of Vietnam, and especially the inhabitants of its capital, have better opportunities for tending to needs related to their health and appearances.

With the aim of caring for patients throughout their lives, BF Dentistry have an ambition of establishing a family-like environment with dentists who cater to a wide range of needs. With plans of expansion across Asia, it was paramount that the new visual identity both felt accessible and that it defused the anxiety that people, many of whom are visiting a dentist for the first time, would potentially feel in regards to dental procedures.

The new visual identity revolves around a dynamic avatar which illustrates the journey from dental problems - with the avatar in rouge - to a healthy outlook - with the avatar in a warm blue, facing forward. Both friendly and memorable, the avatar utilises the initials from the company name for its features. For the wordmark, we introduced two full stops, which are placed in-between the B and F, and F and D (of Dentistry). The full stops and the wide spacing are introduced to subtly illustrate the passing of time.

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