BOO new logo and visual identity X Rice Studios
BOO
latest identity
IntroductionBrand StrategyVerbal IdentityVisual IdentityImplementationResults
About the case

Made in the street

BOO new logo and visual identity X Rice Studios

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Curated by Brandcoat
Last updated on
July 22, 2024

Started as a small skate shop in 2003, BOO grew into an official fashion chain before transforming itself into a major fashion retailer in Vietnam; with 50+ stores and diverse products every year. Through BOO's journey, many sub-brands was lunched for different product lines, later they decided to combine all under only one brand so it grows stronger and earn more market equity and brand recognition and here Rice Studios comes with a comprehensive identity system, with the aim to help BOO stay relevant for the new generation of Vietnamese streetwear lovers.


BOO cloth labeling
BOO cloth labeling

BOO logo Close up
BOO logo closer look

For BOO, Rice created a comprehensive and heavy-lifting new identity system designed to focus and streamline the brand. Reducing brand assets in order to make them work harder, reorganizing hierarchies to clarify offerings and initiatives, and introducing systems for design and communication, Rice aimed to help BOO stay relevant for the new generation of Vietnamese streetwear lovers.

BOO idintity system
BOO idintity system

tags
Single
2019 and Earlier
Generation Z
Hanoi
Ho Chi Minh City
National
Urban
Cool Colors
Contemporary
Invented
One Signature
Minimalist
Minimalist
B2C
Niche
.vn
Da Nang
Hai Phong
Northern Vietnam
Vietnamese
Letterform
BOO Streetwear Brand Evolution
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Brand Portfolio and Hierarchy
BOO's visual identity design awards
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Trademark
BOO Streetwear
Industry
Consumer Discretionary
Sub-Industry
Clothing Brand
Streetwear
Founded year
2013
Entry to Vietnam
Origin country
Vietnam
Project context
Consolidated
Release date
March 2019
Main colors
Branding Agency