Herart is a brand that helps slender, A-cup women find sexiness in their natural body line without feeling self-conscious or creating excessive volume. A rebranding was undertaken for the brand’s growth and next steps. Herart believes that to grow significantly in the Korean women’s underwear market and maintain a body-positive image, it should not only target slender A-cup women but also become a brand for women of various body types. Therefore, the packaging system was restructured for future brand expansion. Recognizing the diversity of women’s bodies—some may be A-cup but not slender, and vice versa—the brand’s direction was set to help women find their ‘own sexiness and beauty’ amidst various body concerns.