Rice Creative

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Overview

$10,000+

Min Project Size

$50 - $99/hr

Avg Hourly Rate

10 - 49

Employees

2011

Year Founded

ABOUT RICE CREATIVE

#ThisIsRice

**About Us** Established in 2011 by Chí-An Benjamin De Leo and Joshua Breidenbach, Rice Creative is a branding and design studio located in Ho Chi Minh City. We develop strategies, communications, and products for both commercial and cultural clients. We firmly believe that impactful and engaging design can transform brands, narrate remarkable stories, and create positive change. **Our Approach** At Rice, we contend that the most innovative ideas are those that challenge existing norms, ourselves, and our clients. We combine forward-thinking design with strong strategies and rich cultural insights. This leads to ideas that create lasting effects, promote sustainable practices, foster diverse viewpoints, and advance society positively. Our work methodology follows a discovery-driven process, emphasizing close collaboration with clients to ensure that our outcomes are conceptually resonant, strategically powerful, and provide the most pertinent design solutions.

Languages Spoken

EnglishVietnamese

HIGHLIGHTS

$10,000+

Min Project Size

$50 - $99/hr

Avg Hourly Rate

10 - 49

Employees

2011

Year Founded

Services

Focus

Industries

Clients

Services Provided

14% Brand Identity Design

8% Logo Design

5% Packaging Design

7% Graphic Design

23% Social Media Marketing

10% Digital Strategy

33% Product Design

About the Team

OUR STORY

Originating as a beloved pizza restaurant in Ho Chi Minh City named Pizza 4P's, 4P's Company has grown to operate over 20 locations across two countries. Recognizing their potential beyond dining, the founders sought strategic guidance to align their brand with a broader vision. Collaborating with Rice, they identified their mission as creating 'platforms for peace,' aiming to 'make the world smile for peace.' This vision encompasses ventures like cheese production, organic farming, educational initiatives, and sustainability projects. To represent this evolution, '4P's' became the mother brand, enabling diverse platforms such as Café 4P's, Hotel 4P's, and Beer 4P's, all unified by values of sustainability, sharing, and humanity. Enhancing their identity, they introduced BUU, a mascot embodying their iconic burrata

Portfolio

UNICEF Zero Awards 2013

Unknown

**Background** As Vietnam achieved a "middle income" status globally, UNICEF Vietnam became ineligible for certain external funding sources. Despite this, 100 children continued to die daily from preventable causes in the country. Public awareness of UNICEF was low, even though the organization had been operating successfully in Vietnam since the mid-1950s. With significant cuts to external funding, UNICEF sought a fundraising platform that would engage Vietnam’s most successful individuals and corporations to encourage generous donations. **Brief** The goal was to create a strategic platform to attract substantial funds from Vietnam's elite to support UNICEF locally. **Strategy** Leveraging UNICEF's global initiative "Believe in ZERO," aimed at eliminating preventable child deaths, we developed and branded a high-profile project called the UNICEF ZEROawards. This initiative honors humanitarian efforts by Vietnamese individuals, with awards presented at a high-profile, widely publicized ceremony. The branding features a simple logo that visually communicates the cause and includes a call to action, depicting a zero "0" formed from numerous pluses "+", where each plus symbolizes the impact of individual donations in achieving the goal of ZERO. **Results** At the inaugural ZEROawards event, UNICEF raised an impressive US$440,000 in just one night—176% above their $250,000 target and nearly four times more than past leading fundraising events. At least 50,000 children in the province with the highest malnutrition rates will receive treatment. The event's excitement and the accompanying educational campaign gained national attention through television, print, outdoor, and online media, significantly boosting awareness of UNICEF and its accomplishments in Vietnam. UNICEF intends to hold this ceremony annually (while increasing fundraising goals) and to support more local humanitarians from diverse backgrounds.

UBER

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UBER holds a distinct status in Vietnam. By introducing the UBERmoto option, the brand can achieve unprecedented visibility. Seizing this chance, we began designing Uber’s main clothing line and visual identity specifically for the Vietnamese market. Riders, drivers, and the brand all share common priorities: visibility, safety, and a sense of pride. Rice aimed for this outcome by incorporating UBER's characteristics: precise, advanced, modern, refined, constantly evolving, empowering, disruptive, iconoclastic, combining high-tech with human elements, and dynamic.

Marou Chocolate

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These chocolate bars represent the first single-origin gourmet bean-to-bar chocolate produced in Vietnam. There are still very few chocolate makers who source cacao directly from the farms. Marou Faiseurs de Chocolat, located in Ho Chi Minh City (Saigon), is one such company that has introduced Vietnam's first single-origin gourmet bean-to-bar chocolate. Founded less than a year ago by two adventurous Frenchmen, Marou decided to utilize the small quantities of cacao beans harvested, fermented, and dried by small family farms in the Mekong Delta and southern highlands of Vietnam to create exceptional chocolate. At the start of their journey, Marou collaborated with Rice Creative to establish their brand identity and packaging. Drawing inspiration from Marou’s unique narrative, we aimed to create a packaging system that balances modernity with tradition. A particularly exciting aspect of the product was that each variant of Marou Chocolate could be linked to the province where the cacao beans are sourced. The farm’s geographical location and its soil influence the characteristics of the cacao beans, and hence the chocolate's flavor. After careful consideration, we decided the best way to differentiate the bars was to name each one after its province of origin and incorporate a natural color gradient. Observing the Trinitario cacao pods up close, we were inspired by a vibrant spectrum of colors, ranging from deep vermilion to ochre yellow, grass green, midnight blue, and peacock aqua. We wanted the packaging to have a strong connection to Vietnam, so we gathered beautiful ceremonial papers still crafted by artisanal printers in Cho Lon, the traditional Chinese neighborhood of Saigon. These papers are hand-printed with intricate traditional lattice designs, often embellished with illustrations of fruits, flowers, and auspicious animals. Inspired by this illustration style, we created our own original ornaments featuring cacao pods, flowers, and leaves, along with whimsical clouds representing the tropical monsoon. Our custom lattice pattern maintains a traditional appearance while providing a framework for modern typography inspired by vintage signage found throughout the country. To emphasize the artisanal quality of the chocolate, we worked with a local printing shop that used traditional silk-screen printing techniques to hand-print the designs in antique gold ink on each wrapper. Finally, Marou receives the finished packaging and hand-wraps the chocolate bars themselves.

3 more projects

Projects & Clients

Project Size & Rate

Minimum Project Size

$10,000+

Average Hourly Rate

$50 - $99/hr

Pricing Snapshot

Min Project Size

$10,000+

Avg Hourly Rate

$50 - $99/hr

Cost Rating

N/A

What Clients Have Said

"Rice Creative delivers quality projects within budget and timeline expectations based on verified client feedback."

Based on verified reviews and internal benchmark data

PROJECT BUDGETS

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Brand Identity Design

Logo Design

Packaging Design

Graphic Design

Social Media Marketing

Digital Strategy

Product Design

Locations

Headquarters

90 Nguyen Dinh Chieu, Dakao Ward, District 1

Ho Chi Minh City, Ho Chi Minh City, Vietnam 70000

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