In the midst of a combined crisis of high prices and increased competition, Delivery.io declared 'Bae Min 2.0' and launched a comprehensive rebranding and service expansion strategy. As its market share declined due to the rapid catch-up of late entrants such as Coupangit, the company is looking for new growth engines by expanding its platform beyond its delivery-centered business model to include membership, commerce, and grocery shopping.
The brand colors, fonts, app icons, etc. are being applied in stages. We introduced '2.0 Mint', which is brighter than the existing mint color, and a new font, 'Work', to build a changed image. Originally, Bae Min was named after the children of colleagues, but this time, we named it 'Work'. Unlike Bae Min's previous free-form fonts, it follows the structure of a typical font and gives a unique personality to the strokes of the letters.
Inside Elegant Brothers, the company describes it as a "philosophy redefinition," not just a visual rebrand. "The goal is to become an irreplaceable platform," says Choi, who heads up the branding department, emphasizing that "the direction and mission of the brand is more important than the colors or logo."
With a new mission to "keep everything cool in the world," Bae Min 2.0 is moving away from its previous humorous sensibilities and embracing universal sentiments that resonate across generations. We are moving toward strengthening our core values of price, quality, speed, and selection.
