Korean F&B eCommerce Site

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. At their 10-year anniversary mark, Geonbae decided to embark on a rebranding exercise with The Outsiders Co. (now Superminted) in efforts to differentiate themselves better from the new wave of market entrants eager to ride the “hallyu” – the Korean Wave.

Having developed a new brand identity and design system, the next step of the journey was to refresh the brand’s existing website with one that would not only help to attract new business but also create a better e-commerce customer experience.

Geonbae’s new website sports a clean, minimalist interface to make navigating the site simple and easy.
Image from

Competing with Giants

In addition to competing with new market entrants, Geonbae had the additional challenge of popular online marketplace giants such as Lazada and Shopee that tended to focus on price differentiations. To compete in areas beyond price-drops and other promotion-centric strategies, the brand’s new website had to offer more value in terms of volunteering useful information that could help visitors make better informed decisions as well as recommending product pairings for items that were typically enjoyed together.
Geonbae lists its best-sellers to help consumers prioritise purchases. Image from
A snappy “Why You’ll Love It” informational section offers you all the information you need at a glance before adding the item to your basket. Image from
Geonbae’s product listing features useful nuggets of information designed to help customers make informed-decisions. Image from
Geonbae’s blog articles provide all you need to know about Korean food and beverage products in a single site. Image from
What did we do?

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

Rewarding Loyalty

True to the brand’s new tagline “Always a Delight”, Geonbae’s new website now also boasts a new Rewards Programme feature aimed at rewarding customers that make frequent purchases.  Superminted is extremely proud to have worked on this rebranding exercise with the lovely team of people at Geonbae.

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Branding, Website Design and Development

This content is: Inspiring, Aspirational

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