As part of Baedal Minjok's large-scale rebranding, "Baemin 2.0," a new app icon has been implemented. Rolled out sequentially since the 18th, the icon replaces the existing "Baedal" character with a "bae," which intuitively symbolizes the service's name. Designed to resemble a road seen from above, the icon clearly identifies the delivery platform's identity.
The new icon features five thick vertical lines arranged on a bright mint-colored background, visually evoking lane lines while also symbolizing the Korean character for "pear." The design is considered to embody the brand's ambiguous meaning.
Beginning with the teaser image in July of this year, Baemin has been redesigning the visual elements of its entire app, including brightening its dedicated colors and introducing a new font, "Workche." The new mint color has been adjusted to be more visible on digital screens and instantly recognizable as the Baemin brand. Workche emphasizes a simple and clear impression, reinforcing Baemin's modern image.
This rebranding also includes a new mission statement: "Keeping the world from freezing." CEO Kim Beom-seok explained that this slogan embodies the company's commitment to delivering instant satisfaction to restaurant owners and consumers, as well as its promise to be with them for the past 15 years.
Baemin's transformation is also linked to an increasingly competitive market environment. As of last month, Baemin had 22.25 million monthly users, while Coupang Eats had 12.43 million. While Baemin has remained largely unchanged compared to a year ago, Coupang Eats has grown by over 40%, rapidly narrowing the gap. Some surveys even show that Coupang Eats has surpassed Baemin in terms of transaction amount in the Seoul area. Continued criticism of Baemin, particularly regarding its commission fees, is also cited as a factor behind the rebranding.
“While the design has changed significantly, our principle of providing a satisfying user experience remains the same,” said Woowa Brothers. “We will continue to strive to become an irreplaceable delivery platform that provides customers with everything they want in real time.”.
