Baedal Minjok has embarked on a large-scale rebranding to celebrate its 15th anniversary. Woowa Brothers, the operator, has named it ‘Baemin 2.0’ and has embarked on a full-scale change from brand identity to app design.
The starting point of this rebranding is the visual change of the Baemin app. Following the introduction of the new app icon on the 9th, new colors and fonts were applied on the 22nd. A lighter mint color was introduced than the existing mint color. It is a palette that matches black with a lighter tone.
The font has also been replaced. Baemin developed a dedicated font, 'WORK', to replace Hanna and applied it to the app. WORK is a simple yet clear-looking design, and its distinguishing feature is that it simplifies the diagonal strokes of Korean into a block form. Through this, Baemin's brand identity is expressed even more clearly.
This rebranding is not limited to the appearance, but also includes a new mission, goals, and service principles that contain the reason for the existence and direction of Baedal Minjok. On the 25th of last month, Woowa Brothers announced a new policy to all employees. CEO Kim Beom-seok suggested 'So that everything in the world does not cool down' as a new mission. It is a phrase that contains the will to solve the inconveniences and complaints experienced by restaurant owners, consumers, and riders in real time and deliver immediate satisfaction.
The goal to realize this is 'an irreplaceable delivery platform that provides everything you want in real time.' In addition, Baemin presented four principles that will become the foundation of service operation. These are 'clear customer experience,' 'leading solutions,' 'confident service,' and 'win-win delivery ecosystem.'
CEO Kim Beom-seok said, “We decided to rebrand in order to once again have a passionate moment with various stakeholders in celebration of the 15th anniversary of the launch of Baedal Minjok,” and “Baemin will continue to contribute to the development of the restaurant industry based on coexistence with all stakeholders in the industry.”
