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 was UBER’s unique offering 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 kit, and a visual identity system that made sense in this unique context. The second insight was discovered while interviewing drivers and riders—both had the same needs: visibility, safety, and pride. Rice began with UBER’s traits: Precise, Contemporary, Ever Evolving, Empowering, Iconoclastic, High-Tech, and Human, and went beyond the visual. Rice developed 'Uber Wear' A unique kit of attire that drew inspiration from sportswear, uniforms, and high-performance safety equipment. This process produced uniquely formed pieces made for the specific demands of a rider that would be on a motorbike all day, and for a passenger that would be trying to find them, and ultimately finding them safe and proud.