March 4, 2016

Country of Origin: Vietnam

by Amishi Parekh

Increasingly, we find that conversations on design form an incomplete image of how it exists today. In the Special Report, we spoke to designers in six countries, in an attempt to discover parallels and differences in the way they each approach design.

Rice Creative is one such design practice from Vietnam.
An exclusive interview with Joshua Briedenbach of Rice Creative shall be featured in Kyoorius 29.

Vietnam: Rice Creative

The design industry is developing fast in Vietnam. As early as five years ago, we could say that it was non-existent. Most businesses had the same uninspiring signage employing ubiquitous typefaces. Restaurants and small shops did not brand themselves.

Nowadays more and more startups are understanding the value of differentiation. Even the biggest state-owned bank recently re-branded themselves and engaged in a nation wide roll-out of the new identity, this gained attention.


Vietnam is discovering its modern identity. The perception of Vietnam is grim historically, and for designers this presents a dilemma: to resolve its history with its potential. A refreshing new current is running through Vietnam and design has a very strong role to play in communicating this around the globe.

Marou by Rice Creative

Chocolate makers working directly at the source of the cacao farms are still very few and far between. Marou Faiseurs de Chocolat, based in Ho Chi Minh City (Saigon) is the first single origin gourmet bean-to-bar chocolate to come out of Vietnam.

“We talk a lot about something we coined, ‘Neue Vietnam’. It describes a new energy as well as its manifestation into wonderful new projects and products which are gradually gaining the attention of the world.


When we developed the brand and visual identity for Marou Chocolate, we were very much excited about presenting to the world, a totally different kind of product from Vietnam. To us, Marou is the perfect example of this new wave of quality concepts driven by passion and craft.” Vietnam is discovering its modern identity and Rice Creative is a participant of this new current.


This article is the first in a series. Country of Origin features a handful of countries that are trying to exert their influence in the world of design.

A version of this article was published in Kyoorius 23.

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