Rice Studios develop a comprehensive identity system for leading Vietnamese streetwear brand BOO

BOO is Vietnam’s leading streetwear and skate brand, with nearly 50 brick and mortar locations throughout the country. It was founded in 2003 by twin brothers Viet Anh and Viet Hung, who grew up in the Czech Republic before moving to Vietnam when they turned 20. The company started with them selling different brands from their home, but after an initial slew of success, they opened their first retail store and developed their own line of apparel. BOO’s rapid expansion meant its branding quickly grew muddled and outdated. To make amends, Ho Chi Minh City-based Rice Studios came in to create a new comprehensive and flexible identity suitable for both the present and future of the company. The new wordmark, which revolves around an audacious ‘OO’ ligature, is a small piece of a sprawling graphic system that thoughtfully covers everything from labels and packaging to posters and envelopes. Rice commissioned Prague-based Displaay Type Foundry to create an exclusive Vietnamese version of Roobert Regular with custom discretionary ligatures. As a result, the wordmark can be typed out and displayed within any line of copy as well as a variety of lockups. The identity system’s ability to incorporate sub-brands is showcased through BOO LAAB, an experimental platform created specifically for product exploration. Its association with the main brand is confirmed by a custom ‘AA’ ligature but separated thanks to a bright splash of yellow.