BOO new logo and visual identity

Started as a small skate shop in 2003, BOO grew into an official fashion chain before transforming itself into a major fashion retailer in Vietnam; with 50+ stores and diverse products every year. Through BOO's journey, many sub-brands was lunched for different product lines, later they decided to combine all under only one brand so it grows stronger and earn more market equity and brand recognition and here Rice Studios comes with a comprehensive identity system, with the aim to help BOO stay relevant for the new generation of Vietnamese streetwear lovers.

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For BOO, Rice created a comprehensive and heavy-lifting new identity system designed to focus and streamline the brand. Reducing brand assets in order to make them work harder, reorganizing hierarchies to clarify offerings and initiatives, and introducing systems for design and communication, Rice aimed to help BOO stay relevant for the new generation of Vietnamese streetwear lovers.

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