Babytok, BI Renewal After 8 Years... Strengthening Identity as a Plastic Surgery and Procedure Information App

Barbitok, a subsidiary of Carelabs, a KOSDAQ-listed company, is undertaking a redefinition of its brand philosophy and identity.

On the 5th, Barbitok announced that it has revamped the BI (Brand Identity) of its self-operated plastic surgery and procedure information app, Barbitok, for the first time in eight years. The company stated that since the launch of Barbitok, the plastic surgery and procedure industry has reached maturity and social perceptions have changed. Therefore, as the industry’s leading platform, it plans to build a brand image that embodies its identity and unchanging philosophy.

Barbitok, which surpassed 7 million downloads as of last year, has continuously maintained its position as the industry leader since its first launch in 2012. The recent rebranding process, which involved participation from all company employees, reflects the philosophy and vision upheld for 12 years as an industry leader: “Providing reliable information and methods to everyone who desires a beautiful and iconic life.”

The new Barbitok symbol represents the two ‘B’s in the brand name as a butterfly symbol. The butterfly motif expresses ‘beauty,’ the essence of the brand and a keyword connecting the present and future. The horizontal and interactive nature of the platform is also embodied within the butterfly motif. Barbitok users both consume and produce information on the platform, and this communication and crossover image is visualized as the fluttering of butterfly wings. The influence and spread of Barbitok are also depicted through the ‘butterfly effect’ image, where a small butterfly creates a massive flow.

The Korean and English logo designs and color charts have also been renewed. Overall, a bold Gothic font was applied to convey stability and trust, while the use of both uppercase and lowercase English letters gives a flexible and lively image. The Korean logo uses uniform and stable straight lines to evoke trust, while curves are applied to consonants such as ‘ㅂ’, ‘ㅌ’, and ‘ㄱ’ to create a flexible and dynamic image. Regarding colors, warmer tones were added compared to the previous brand colors, and the color chart includes bright pink, light green, and yellow to express the positive and vibrant atmosphere Barbitok aims for.

Kim Ji-won, CMO of Barbitok, said, “Since the brand Barbitok began, growth and change across the industry and improvements in perception have taken place. Barbitok has also strived to provide features that help consumers in the rapidly changing plastic surgery and procedure market, such as the industry’s only side effect reviews and a review writing feature limited to users who have requested consultations.” She added, “We wanted to convey the long-held brand philosophy and values through the new BI.”

She continued, “Barbitok supports everyone who strives and works hard to become a better version of themselves. Going forward, we will continue to provide accurate information and benefits to help consumers make regret-free and satisfying choices, and we will continue to develop and grow.”

Meanwhile, Barbitok is the number one platform in the domestic plastic surgery and procedure information app sector based on cumulative downloads. Through continuous service innovations such as ‘estimate comparison,’ ‘plastic surgery and skin procedure discount events,’ ‘prepayment,’ and ‘beauty concern filters,’ it is experiencing growth in both scale and profitability.