Rice Studios' Joshua Breidenbach lifts the lid on the Vietnamese studio's ethos, process and future

Having worked with a diverse list of commercial and cultural clients, from a local brewery to an international clothing brand, Ho Chi Minh City-based branding studio Rice broadcasts Vietnamese design on a global scale. To find out more about the ethos and intricacies behind their work, we caught up with co-founder Joshua Breidenbach. EM: Since starting out in 2011, how has the studio evolved? JB: As two young creatives in 2011, we built rice as the place we wanted to work at. We created a criteria to guide our decisions on the types of work to take in, the profiles we invite to join us, and the work we put out. This criteria was created in order to best create solutions for our clients that are excellent, elevating, and impactful. The studio evolved with a clear founding vision, but with plenty of organic sway. We began as two founders with a dream – today, we are a studio of almost 30. Our culture, and way of working is coloured and shaped by our team as it grows. We encourage each individual on the team to challenge, and change us. We all learn from everyone’s diverse experiences in different living and working environments. New people have an impact. ‘This is rice’ – is what we go by, and the team is rice.