Geonbae

Taste of Korea

Geonbae is more than a Korean drink company. They offer accessibility to a range of quality Korean F&B products to bring the authentic taste of Korea to Singapore. Geonbae needed to rebrand themselves to attract new businesses and expand their product range. Through our brand strategy, we helped to re-established the brand’s values, crafted their tone of voice and developed a new brand identity system.

What did we do?

Brand Audit, Brand Foundations Development, Brand Positioning, Brand Identity Development, Marketing Strategy, Website Design and Development.

Curating the Korean experience

The core of Geonbae is established based on its vision of being an authentic Korean food provider. The brand experience is designed around its three attributes which is friendly, knowledgeable and reliable. With its approachable brand identity, Geonbae takes curation up a notch by recommending product pairings and organising gifts set and bundles for the uninitiated.

Brand Visual Identity Development

The logo is designed with the aspiration of delivering the taste of Korea to consumers. The logo consists of a logomark, tagline and symbol. Both the letter “g” and the symbol share the same graphic element – symbolising a bowl or a cart. The symbol carries the Korean translation of Geonbae which means cheers.  Part of the Korean words can also be seen as a cup and chopsticks which is a subtle reference to the food and drinks products that the brand carries. Together, the cup, chopsticks and bowl completes the symbol to reinforce the tagline “Always a Delight”. 

The bowl symbol and submark are extended into graphic elements. They are used in combination with the logo to facilitate brand recognition.  The brand colours, blue, white, kimchi red and black bring out both the friendliness and authenticity of the brand. Graphie is used as the main typeface to keep a clear and simple typography. Its geometric characteristics also intend to add to its friendliness.

Clean and Simple Labels

Besides being a platform for Korean F&B products, they have also ventured into creating their own range of products. These include soju, kimchi and soju sorbet. Each label features the submark and symbol as key design elements while keeping the rest of the layout minimalistic. 

Conclusion

The simple and recognisable symbols tie in with the overall clean brand aesthetic. The extension of the brand identity into their own products further reinforces the curated journey Geonbae provides. With the rebrand, Geonbae welcomes a new modern identity for the future of their business and can reconnect with their audience through digital platforms and physical marketing collaterals.

Client

Geonbae

Genre

Branding, Website Design and Development

This content is: Inspiring, Aspirational

More Like This

Testimonials

Andrea Monni

Partner, Algebra
"I really enjoyed working with [Superminted]. They provided insights on our branding and positioning and delivered some great work."

Suen Tat Yam

Founder, Monster Day Tours
"[Superminted] is one of the most creative and talented companies I have worked with. I would recommend their full range of services to anyone who is looking for quality work."

Genevieve-Laine Chang

Founder, De Kinder Club
“Great team to work with! Nadine and her team are resourceful, genuine and responsive. Would recommend anyone looking to do branding to speak to [Superminted]!”

Michelle Anne Ng

Senior Marketing Manager, Simmons SEA
“Creative, fun, efficient and most importantly, effective. That is what clients can be assured of. We did 1 TVC and 3 web videos and all performed excellently. We did it within a month and it is the best performed video on Google. The team is absolutely great to work with.”

Julia Wei

Vice President, Integrated Communications (Regional), Lazada
“Energetic, creative and responsive bunch of folks. Great collaborators and very happy with the work.”

Mercedes Chua

Campaign Marketing Manager, Deliveroo
“Their enthusiasm and passion for brand and video production was evident in their work. From conceptualisation, to shoot, and production, the team’s professionalism blew me away! If you’re looking for a partner for your next campaign, you’ll be in good hands.”

Dora Tan

Brand Analyst, BRF Asia
“Agile, supportive and dedicated team with impeccable client service! Also a really genuine bunch that prioritises understanding your business needs to provide tailored solutions. Highly recommended for all marketing and branding needs!”

What’s the mission?

We’re here to help with all things creative.
Or ask us a general question and we’ll get back to you.

What’s the
mission?