L’Usine, a much loved café / shop in Ho Chi Minh City, tasked Rice with an extensive rebrand, as the business looked to expand into locations in Vietnam and abroad. Through L'Usine's deep adoration of the city, Rice imagined the brand as a conduit from Saigon to the world. Materials from Saigon's past, discovered through research, informed typographic choices as well as unexpected graphic forms, which the identity brought into a contemporary context. The brand encapsulates a sort of cosmopolitan Saigon lifestyle. The identity portrays this through visual contrast—calm vs. chaos, old vs. new, of Saigon, with dynamic, yet historically charged typography, and verdant photography. For L'Usine rice created a quarterly publication—the 'L'Usine Journal', as an 'eye on Saigon.' Rice art-directed, designed and produced early issues. Issue one covered the new visual identity, while issue two, was made with Saigon-based photographer, Tuan Fr, and covered Saigon citizens that the brand looks up to. Online, through photography, L'Usine curates a seamless blend of people, places, and details of Saigon, in tandem with their own spaces and products. To launch the new identity, rice created a film, with Saigon based filmmakers, Robin and Cako.

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