Oiki — from friendship to an ecosystem of care. Oiki was born from two dentist friends who turned “caring well” into daily practice: treating every patient like a friend, with genuine closeness. As the business expanded into new service lines, the need for a single brand to unify everything became clear. The name Oiki—a friendly greeting—breaks the cold, formal tone typical of clinical environments and puts people at the center. The strategy begins with what patients want most: to be welcomed and recognized as individuals, not as symptoms or numbers. A simple, warm identity, a direct and inviting voice, and an uncomplicated experience convey accessibility, hospitality, and respect for individuality. Result: an integrated brand that brings people closer and sustains growth without losing its original spirit of care.