When Beamin, Korea’s boldest food delivery brand, approached us to adapt their brand identity for Vietnam, It meant designing kits for thousands of riders. The challenge was to make them boldly stands out in the bustling streets of Ho Chi Minh City. Rice developed a highly desirable bomber jacket, in the brand’s signature mint green.
Rice production team controlled each stage of the production process—ensuring excellence and consistency across jackets, shirts, helmets, bags, lunch boxes, and a plethora of merchandise items.
The Identity hinges on strong Vietnamese headlines. Rice developed the custom typeface, BM Daniel, to boldly carry Baemin’s unique tone of voice across everything, from the delivery app, to billboards, ads, and other brand assets.
— Typeface case study here.
Creative Director: Chi-An De Leo, Sebastiaan Weyler
Project Manager: Nga Hoang
Designer: Dan Keefe
Production Team: Anna Dinh, Lam Bang
Photographer: Trinh Duy Linh (pix.xelf)
Studio Photographer: Wing Chan
