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BAEMIN food delivery app arrived in Vietnam with help from Rice Studios
Core Identity
assetS & Applications
assetS
Beta
History
Beta
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The turquoise arrived to streets

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

Foreigner
Localized
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Last updated on
August 17, 2023

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

Brand name
BAEMIN Vietnam
Sector
Ride-hailing services
-
Transportation
Founded year
Vietnam Market Entry
2019
Origin country
Korea
Project context
Localization
Release date
May 2019
Signature color
BAEMIN Vietnam
latest visual identity

Related links

BAEMIN Vietnam Case study

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