New Mission: "So That Nothing in the World Goes Cold"
Emphasizing the Principle of Delivering a Satisfying Experience to Users
Woowa Brothers has unveiled the 'Baemin 2.0' rebranding, which has been in progress since July to mark the 15th anniversary of the Baedal Minjok service. Amid intensifying competition in the delivery market, the company aims to use this rebranding as a springboard to become a platform that satisfies all members of the delivery ecosystem, including consumers, restaurant owners, and riders.
On November 25, Woowa Brothers announced that, through the rebranding, it has completed updates to the application's unique font, color scheme, category design, and user interface, and has also applied a new app icon. The new app icon, which has been gradually rolled out to users since November 18, features the character 'Bae'-symbolizing the service name-instead of the previous 'Baedali' character. The design is intended to resemble an aerial view of a road, highlighting the platform's identity as a delivery service. This icon transition was executed by having the new icon gradually emerge behind the existing one, sparking users' curiosity.
Baedal Minjok has recently applied a new app icon emphasizing the 'Bae' character, which symbolizes the service name. Woowa Brothers
Previously, Baemin updated its design by introducing new colors and fonts. To convey a clearer and more modern impression in digital environments, the brand color was changed to a brighter and fresher mint shade compared to the previous one. The new mint color is lighter and more prominent, making Baemin more easily recognizable.
In line with the color change, a new font called 'WORKche' was developed and applied to the app. The new font emphasizes a simple and clear feel. Baemin's new mission statement through this rebranding is "So that nothing in the world goes cold." CEO Kim Beomseok explained to employees that this mission reflects the company's commitment and promise to deliver immediate satisfaction to restaurant owners, consumers, and riders in everyday life, and to relive the passionate moments of the past 15 years together.
The backdrop to Baemin's rebranding is the increasingly challenging competitive landscape in the delivery market. Last month, Baemin and Coupang Eats recorded 22.25 million and 12.43 million monthly active users (MAU), respectively. Compared to a year ago, Baemin's user base has remained largely unchanged, while Coupang Eats has seen a 40.7% increase, rapidly closing the gap. Payment data analysis even indicates that Coupang Eats has overtaken Baemin in Seoul. Negative public sentiment toward Baemin, the market leader, has also emerged due to issues such as the commission cap system.
A Baemin representative stated, "Although the rebranding has brought significant design changes, our core service principle of delivering a satisfying experience to all users remains unchanged. We will continue striving to become an irreplaceable delivery platform that provides everything customers want in real time."
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