UNIQLO Japanese casual wear arrived to Vietnam X Rice
UNIQLO Vietnam
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UNIQLO Japanese casual wear arrived to Vietnam X Rice

Foreigner
Localized
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Last updated on
August 17, 2023
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 - 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 brand assets and applications
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UNIQLO Vietnam brand evolution
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Brand Portfolio and Hierarchy
UNIQLO Vietnam's visual identity and design awards
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Brand name
UNIQLO Vietnam
Sector
Clothing Brand
-
Fashion
Founded year
1949
Vietnam Market Entry
Origin country
Japan
Project context
Localization
Release date
October 2019
Signature color

Related links

UNIQLO Vietnam Case study

[@BrandCoat]

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