• Date added
31 January 2023
BOO is Vietnam's premier streetwear brand. Proudly Vietnamese, BOO was started in Hanoi in 2003 by a group of close friends who met as part of the emerging skateboarding scene. Since their inception, BOO has grown into a strong player in the Vietnamese fashion scene with nearly 50 brick and mortar locations throughout the country.
Ho Chi Minh City-based creative studio rice created a comprehensive identity system designed to focus and streamline the brand.
Brand assets were reduced, reorganised and clarified. rice introduced systems for design and communication aimed to help BOO stay relevant for a new generation of Vietnamese streetwear lovers.