Rice spearheaded the launch campaign for the fashion brand, (What it isnt), in Vietnam. Rice’s responsibilities extended from a comprehensive launch campaign to the development of a unique identity for Vietnam—with the execution of a wide range of deliverables, from space to communications—art direction, to attire.
This identity was based on the core concept of “Celebrate Abnormality,” a concept coined by Rice. “Celebrate Abnormality” encapsulates the distinctive spirit of (What it isNt) by drawing inspiration from extraordinary aspects of ordinary life.
The campaign reflected an authentic and contemporary Vietnam, infused with this spirit. While (What it isNt) has its roots in American skateboarding culture and art, its introduction to Vietnam brought a unique twist. The products are designed and produced with pride by the Vietnamese.
The typographic identity of the campaign is derived from the intricate details discovered on clothing tags, placing emphasis on a functional aesthetic. A structured typographic system forms the foundation of this identity, incorporating small icons or OpenType glyphs that align with the theme of functionality. The choice of the Denim INK typeface from Displaay was made due to its combination of technical precision and humanistic characteristics. Displaay and our team collaborated to create a customized set of diacritics tailored for the Vietnamese market, integrating unique local typographic elements to strengthen our connection to the cultural fabric of the region.
CREDIT
- Agency/Creative: Rice Studios
- Article Title: Rice Studios Creates (What it isNt) Campaign, a Contemporary Playground Infusing Vietnamese Street Culture and Art
- Organisation/Entity: Agency
- Project Type: Campaign
- Project Status: Published
- Agency/Creative Country: Vietnam
- Agency/Creative City: Ho Chi Minh City
- Market Region: Asia
- Project Deliverables: Advertising Photography, Art Direction, Brand Experience, Brand Guidelines, Brand Identity, Copywriting, Photography, T-Shirt Design, Typography, Writing
- Industry: Fashion
- Keywords: fashion
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Credits:
Creative Director: Joshua Breidenbach
Creative Director: Chi-An De Leo
Designer: Tien Nguyen
Designer: Huy Nguyễn
Designer: Nu Nguyễn
Designer: Hieu Vo
Designer: Giang Hồ
Designer: Thái Tú
Designer: Thanh Trúc
Project Manager: Thao My Nguyen
Content: Joey
Campaign Imagery: Tuan FR
Illustrator: Duc Cao
