Oh it was U not V!
L'Usine latest logo and identity X Rice Studios
Last updated on
May 25, 2023
L’Usine, a much loved café / shop in Ho Chi Minh City, tasked Rice with an extensive rebrand, as the business looked to expand into locations in Vietnam and abroad. Through L'Usine's deep adoration of the city, Rice imagined the brand as a conduit from Saigon to the world. Materials from Saigon's past, discovered through research, informed typographic choices as well as unexpected graphic forms, which the identity brought into a contemporary context. The brand encapsulates a sort of cosmopolitan Saigon lifestyle.
L’Usine Case Study
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