BAEMIN food delivery app arrived in Vietnam with help from Rice Studios
BAEMIN
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IntroductionBrand StrategyVerbal IdentityVisual IdentityImplementationResults
About the case

The turquoise arrived to streets

BAEMIN food delivery app arrived in Vietnam with help from Rice Studios

Foreigner
Localized
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Index
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Curated by Brandcoat
Last updated on
August 16, 2024

BAEMIN logo closer look
BAEMIN logo closer look
BAEMIN delivery boy and the Fat Cat mascots
BAEMIN delivery boy and the Fat Cat mascots

When Beamin, Korea’s boldest food delivery brand, approached us to adapt their brand identity for Vietnam, It meant designing kits for thousands of riders. The challenge was to make them boldly stand out in the bustling streets of Ho Chi Minh City. Rice developed a highly desirable bomber jacket, in the brand’s signature mint green. Rice production team controlled each stage of the production process—ensuring excellence and consistency across jackets, shirts, helmets, bags, lunch boxes, and a plethora of merchandise items.


Production of BAEMIN drivers uniform
The production of BAEMIN drivers uniform

The Identity hinges on strong Vietnamese headlines. Rice developed the custom typeface, BM Daniel, to boldly carry Baemin’s unique tone of voice across everything, from the delivery app, to billboards, ads, and other brand assets.

BAEMIN Vietnam case study
BM Daniel Typeface - BAEMIN's custom font
BM Daniel Typeface - BAEMIN's custom font

Related links

Case study

tags
Single
Wordmark
2019 and Earlier
P2P
B2C
Marketplace
Urban Professionals
Urban
Asia
Ho Chi Minh City
Hanoi
Da Nang
.vn
One Signature
National
Segmented
Tech Savvy
BAEMIN Vietnam Brand Evolution
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Brand Portfolio and Hierarchy
Trademark
BAEMIN Vietnam
Industry
Consumer Discretionary
Sub-Industry
Mobile App
Founded year
2010
Entry to Vietnam
2019
Origin country
Korea
Project context
Localization
Release date
May 2019
Main colors
Branding Agency