Our brief was to help UBER stand out in a new market, in a new way (on motorbikes) and position the brand as a loved brand in Vietnam. UBER had made little impact in the market, and had not yet staked its claim as a popular transport option. One insight that rice discovered UBER had in a unique position in Vietnam. Through the UBER-moto option, the brand could be, ULTRA-VISIBLE in a way that it is not in any other market in the world.

With this opportunity, rice embarked on creating Uber’s flagship moto driver attire, and a visual identity system that made sense on the unique roads of Vietnam. The second insight was discovered through interviewing drivers and riders, is that both had the same needs: visibility, safety, and pride. Rice worked towards with UBER traits: Precise, Contemporary, Ever Evolving, Empowering, Iconoclastic, High-Tech, and Human. Going beyond working visually, rice developed 'Uber Wear' A unique kit of garments that drew inspiration from sportswear, uniforms, and high-performance safety equipment. This process produced uniquely formed garments made for the specific demands of a rider that would be on a motorbike all day, and a passenger that would be trying to find them.

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