Wear it for a better life
UNIQLO Japanese casual wear arrived to Vietnam X Rice
Locked Case
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Curated by Brandcoat
Last updated on
July 21, 2024
Locked Case
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![](https://cdn.prod.website-files.com/5fb85f26f126ce08d792d2d9/6282673fe48880bd74574c70_e3711696965925.621c49e7d3648.png)
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](https://cdn.prod.website-files.com/5fb85f26f126ce08d792d2d9/628a5e3eebec8808b407eefc_72331280_1375222229300944_3110216239734063104_n.jpg)
![UNIQLO Vietnam cashier counter and uniform](https://cdn.prod.website-files.com/5fb85f26f126ce08d792d2d9/628a5f1e20af2b843ea30492_78770541_1426912144131952_5969568731108474880_n.jpg)