The LOOP, formerly known as IPH, is a mixed-use urban development featuring residential, commercial, and retail environments. At the heart of this development is a retail destination that aims to set a new standard for the Cầu Giấy district in Hanoi, an up and coming area with universities and international communities.

Inspired by the unique context as well as the distinctive architecture of the building, Rice developed a comprehensive brand strategy, name, and identity system that reflects the dynamic, interactive, and ever-evolving place, much like a natural ecosystem.

The final brand and identity reflect the atmosphere and endless opportunities available at The Loop, encouraging people to come and explore a unique destination and experience the dynamic hub.