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UNIQLO Japanese casual wear arrived to Vietnam with help from Rice Creative
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UNIQLO Japanese casual wear arrived to Vietnam with help from Rice Creative

Foreigner
Localized
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Posted on
May 22, 2022
UNIQLO vietnam logo variations
Core to the campaign's success was the creation of a localised identity. UNIQLO's typeface did not yet support Vietnamese characters. Together with type designer Chi Long Trieu, Rice designed and developed a display version of the core UNIQLO typeface. The focus of the design was on the diacritics used in the Vietnamese written language. Inspired by a tradition of customizing diacritics marks to make them expressive, and the minimalist aesthetics of the UNIQLO brand. This solution allowed UNIQLO to communicate in Vietnamese in a way that pays respect to the beauty of the written Vietnamese language, while remaining authentically UNIQLO.

UNIQLO Vietnam case study

UNIQLO Vietnam - from Tokyo to Ho Chi Minh banner
UNIQLO Vietnam - from Tokyo to Ho Chi Minh banner
UNIQLO Vietnam cashier counter and uniform
UNIQLO Vietnam cashier counter and uniform

UNIQLO Vietnam

identity in action

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Brand name
UNIQLO Vietnam
Sector
Clothing Brand
-
Fashion
Founded year
1949
Origin country
Japan
Project context
Localization
Release date
October 2019
Logo Colors
Design by
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