Baemin font wins international design award

Tuesday, Nov 23, 2021 08:00

Baemin’s font won the ‘Best of the Best’ award at the 2021 Red Dot Awards. — Photo courtesy of Woowa Brothers Vietnam

BM Daniel, the font designed by online food delivery app Baemin for the Vietnamese market, has won the Best of the Best award at the 2021 Red Dot Awards.

It is the font’s second win in a global competition after last year’s Type Champions Award from Monotype, an international typography company.

The Red Dot Awards are one of the three major international design prizes along with the iF and IDEA Design Awards.

The Best of the Best award is given by a jury made up of 24 leading independent experts in design and communications from all over the world.

BM Daniel was created by Baemin and Rice Creative after observing and learning about the Vietnamese market and its street food culture.

The font squeezes the diacritics within a set cap-height, allowing the characters to come to life and helping readers better relate to the witty content.

It expresses the Vietnamese alphabets in a creative and witty way, an arduous challenge for designers because of the complexity of the language’s unique diacritic marks.

Kiwan Ihn, CEO of Woowa Brothers Vietnam - the owner of the B Baemin app -- said the font plays a very important role in reaching Vietnamese users.

“We hope with this approach we can further tell unique and wonderful stories about Vietnamese cuisine and help connect those who participate in the food technology eco-system.”

The font can be seen in the app and on billboards, promotional materials, BAEMIN drivers’ uniforms, and logos displayed at merchants’ locations.

In South Korea, Baemin has been designing and releasing various fonts every year for the past 10 years. In Viet Nam, it has started developing the second font after BM Daniel, and hopes to publish it in early December.

As of November the app provides services and has a presence in 20 major cities across the country.

Established in 2010, Woowa Brothers has joined forces with the world's leading food delivery technology corporation, Delivery Hero, to provide services in more than 50 countries, including 14 in Asia. — VNS

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