BM Daniel

The Vietnamese food delivery service Baemin was looking for a way to stand out in a saturated market. The idea for the brand communication centres on brilliant copywriting. The aim was therefore to give the various headlines the greatest possible impact. The Vietnamese language is characterised by a large number of unique diacritical marks – these are small characters such as dots, dashes, ticks or arches that appear on, above or below individual letters. These marks are characterised by the fact that they usually double the height of the accent and therefore require a greater leading space. In contrast, in the typography designed by BM Daniel for Baemin, all characters and glyphs are optimised to be within the baseline and upper cap line. This not only allows these diacritical marks to be stacked, but also to fit within the tight line spacing, which in turn means that the font can be set bigger and bolder. The result is a brand whose visual identity – whether on banners, clothing, packaging or digital media – is conveyed through the typeface alone.