Uniqlo Vietnam
Launch campaign
Typographic concept research
Communication design strategy
Brand activation design (digital & print)
Hà Nội & Hồ Chí Minh City, 2020
Uniqlo opened its first Vietnamese stores in Ho Chi Minh City and Hanoi in 2019. Rice Studios was responsible for the creation of the launch campaigns in Vietnam through a core concept that connected the Uniqlo brand with the local audience, and design for two separate physical store launches and opening day events.
Rice’s full scope of work included concept development, communication strategies, campaign photography, films, design for in-store and OOH . This case study is focused on showcasing the outcomes I worked directly towards, including the typographic research.
‘Elevate Everyday’
Created for Ho Chi Minh City's campaign, the core concept is a comment on the radical ascension of both the city’s landscape and living standards: the rising skyscrapers, the growing middle class. The tagline design is a visualisation of this ‘elevation'.
The custom diacritics for Uniqlo's typeface were a unique element, created exclusively for Uniqlo Vietnam. Working closely with the type designer Chi-Long Trieu, I was responsible for the typographic research, design brief, testing and feedback on the work.
My research looked into the versatile and stylised diacritics of shop signs from the 1970s, especially those influenced by the city's modernist architecture of the period. They work well with Uniqlo Bold, as the font also contains highly geometric forms.
The diacritic design and typesetting style were used on all key messages throughout. I created a wide variety of items for the opening events at the flagship locations.
The logo play is one of Uniqlo's prominent brand assets, a dynamic device to create a unique engaging visual for the brand's launch events around the world. Following this tradition, two logo play motifs were created for HCMC and Ha Noi, inspired by the cities‘ history.
Lan Lê Project Designer
Loi Xuân Lý Project Designer
Gregory Jelwett Creative Director
Nga Hoàng Project Manager
Chi-Long Trieu
Type Designer
Nick Hum
Freelance Creative
Linh Pham
Documentation Photographer