BOO is Vietnam's premier streetwear brand. Proudly Vietnamese, BOO was started in Hanoi in 2003 by a group of close friends who met as part of the emerging skateboarding scene. From their inception, BOO has grown into a strong player in the Vietnamese fashion scene with nearly 50 brick and mortar locations throughout the country.

Rice created a comprehensive identity system designed to focus and streamline the brand. Brand assets were reduced, reorganized and clarified. Rice introduced systems for design and communication aimed to help BOO stay relevant for a new generation of Vietnamese streetwear lovers.​​​​​​​ Rice commissioned Displaay Type Foundry to create an exclusive, Vietnamese cut of their Roobert Regular typeface with custom discretionary ligatures. The BOO word-mark is type-able and can be displayed within any line of text. Branded stamps were designed with each shape mimicking an encapsulated stamp of approval. Rice created a sub-brand for BOO called BOO LAAB—a place for BOO to experiment with new approaches to product making and push themselves into unexpected territories. The BOO LAAB products can be found at BOO stores but also at their own stand alone retail outlets. The BOO LAAB word-mark is constructed using a special AA ligature, mirroring the OO in BOO. Comprehensive guidelines were created for all things BOO.

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