Seeking The Unexpected

  • Room: 304
  • Session Number: MC4
Monday, April 30, 2018: 3:15 PM - 4:00 PM


Chi-An De Leo
Creative Director / Co-Founder
Rice Creative
Joshua Breidenbach
Creative Director / Co-Founder
Rice Creative


Our studio ethos is about seeking unexpected results. Through our own pursuit of happiness and meaning in our work, we started Rice in Saigon with the simple intent of doing good through branding. Since, we have established a multi-cultural studio of idea hunters, that have unexpectedly brought Vietnam based brands into a new global conversation. The work we continue to do is refreshing globally, and strongly relevant locally. Rice yields results through rigorous research, we often find ourselves far afield, on adventures. The process of discovery gets us closer to uncovering something untold. The resulting work is never expected, and sometimes it strikes a chord with someone on the other side of the world. That fact has made a lot of people proud in Vietnam.

- Work with meaning and responsibility

- Trust a process to lead you to a discovery

- Enjoy the ride


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