The 4P's Company began as a well-loved pizza restaurant in Ho Chi Minh City called Pizza 4P's. Today with over 20 locations, across 2 countries, the company's growth has been impressive. While the restaurants are the bulk of the structure, there has always been a vision to do much more.

To align brand with vision, the 4P's founders sought the advice of rice to investigate opportunities in brand architecture, strategy, and identity. Rice set to work, understanding 4P's and discovered that they create 'platforms for peace,' and have a vision to "make the world smile for peace" Other platforms for peace spear-headed by 4P's include cheese factories, organic farms, educational activities and venues, as well as sustainability projects.

With all of this on the horizon "Pizza 4P's" as a name was limiting. Rice helped structure '4P's' (for peace) as a mother brand that would allow the organization to create all kinds of platforms for peace, e.g. Café 4P's, Hotel 4P's, Beer 4P's, and of course, Pizza 4P's. The identity of 4P's and Pizza 4P's could be different expressions of the same vision. 4P's values; "sustainability, sharing, and humanity" became a checklist for development.

Rice worked with ex-pixar legend, Andrew Gordon to create a mascot for the company, that would help in explaining the myriad of endeavors 4P's will present. This character is a personified burrata cheese, (an iconic 4P's product) called BUU.