15th Anniversary Baemin Gets Brighter with "Baemin 2.0" Rebranding

New Brand Color and Font Unveiled on the 22nd

Woowa Brothers, the operator of Baemin, announced on July 22 that it has launched a rebranding initiative called "Baemin 2.0" to redefine its brand identity in celebration of the 15th anniversary of the Baemin service.

On this day, Baemin introduced new brand colors and fonts. To deliver a clearer and more modern impression in digital environments, the company changed its brand color to a mint shade that is brighter and fresher than the previous mint color. The new mint color is lighter in tone and more visually striking than before, making Baemin easier to recognize.

In line with the color change, Baemin developed a new font called "WORKche" and applied it to its app. Unlike the previously used Hanna font, the new font emphasizes a simple and clear look. From a customer-centric design perspective, Baemin plans to gradually rebrand its design in several phases to minimize any sense of unfamiliarity that may arise from a comprehensive design overhaul.

Prior to these changes, on June 25, Woowa Brothers announced a new mission, goals, and service principles to all employees. CEO Kim Beomseok explained the new mission, "So that nothing in the world cools down," stating, "It reflects our commitment and promise to once again share the passionate moments of the past 15 years by resolving the inconveniences and complaints of restaurant owners, consumers, and riders in real time and delivering immediate satisfaction."

As a goal to achieve this mission, the company set forth the vision of becoming an "irreplaceable delivery platform that provides everything you want in real time." The four core principles underpinning the service are: "clear customer experience," "leading-edge solutions," "reliable service," and a "win-win delivery ecosystem."

CEO Kim stated, "To mark the 15th anniversary of Baemin's launch, we are undertaking this rebranding to once again share those passionate moments with our stakeholders," adding, "Baemin will continue to work towards the advancement of the food service industry by pursuing mutual growth with all industry stakeholders."

This content was produced with the assistance of AI translation services.