UNIQLO Japanese casual wear arrived to Vietnam X Rice

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.

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