BOO new logo and identity X Rice Studios
BOO Streetwear
latest identity
Identity
assetS
assetS
History
Hierarchy
Awards

BOO says goodbye to Bo Sua!

BOO new logo and identity X Rice Studios

Before
After
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Last updated on
March 25, 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 logo Close up
BOO logo closer look
BOO cloth labeling
BOO cloth labeling
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

BOO Streetwear brand assets and applications
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BOO Streetwear brand evolution
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Brand Portfolio and Hierarchy
BOO Streetwear's visual identity and design awards
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Brand name
BOO Streetwear
Sector
Clothing Brand
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Fashion
Founded year
2013
Vietnam Market Entry
Origin country
Vietnam
Project context
Rebranding
Release date
March 2019
Signature color

Related links

Rice Studios on Behance

[@BrandCoat]

Post Contributors: Yến Lương, Mo Abuelella
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