Interview with Rice Creative
Rice Creative is a multidisciplinary design agency set up in Ho Chi Minh City, Vietnam in 2011 by Chi-An De Leo and Joshua Breidenbach.
Designer Interview
14 April 2014
Chi-An De Leo is a true multicultural & international individual, he speaks 5 languages and has lived in 5 different countries including a major stint of 9 years in the Uk in cities like Cambridge, Exeter & Cambridge. Wanting to get back to his Vietnamese roots, he made the move back to the country where he spent the early years of his childhood.
Chi-An has a background in Design and Advertising both in Europe and Vietnam. His passion for Design & Communication has helped local brands reach World Class standards. Chi-An met Joshua Breidenbach at Lowe Vietnam and helped him set up the new design division. They built a partnership early on working together on brands such as Nescafe, Prudential, Vinamilk and Unilever. Chi-An went on to set up Rice Creative together with Joshua.
Joshua Breidenbach began his career at global branding powerhouse, Landor Associates. He Quickly became heavily involved in a multitude Branding & packaging assignments for Multinational giants such as P&G Joshua was also nominated to brand and campaign many of Landor’s internal initiatives.
Seeking new challenges, Joshua moved to Asia 5 years ago, accepting an Art Director position at Lowe & Partners Vietnam. Joshua developed 360 Integrated advertising campaigns. After a brief stint in Bangkok, Josh returned to Lowe Vietnam after being asked to build & lead a new design team as Design Director.
A drive to offer clients to the best possible creative solutions led to the founding Rice Creative with Chi-An De Leo.
Chi-An has a background in Design and Advertising both in Europe and Vietnam. His passion for Design & Communication has helped local brands reach World Class standards. Chi-An met Joshua Breidenbach at Lowe Vietnam and helped him set up the new design division. They built a partnership early on working together on brands such as Nescafe, Prudential, Vinamilk and Unilever. Chi-An went on to set up Rice Creative together with Joshua.
Joshua Breidenbach began his career at global branding powerhouse, Landor Associates. He Quickly became heavily involved in a multitude Branding & packaging assignments for Multinational giants such as P&G Joshua was also nominated to brand and campaign many of Landor’s internal initiatives.
Seeking new challenges, Joshua moved to Asia 5 years ago, accepting an Art Director position at Lowe & Partners Vietnam. Joshua developed 360 Integrated advertising campaigns. After a brief stint in Bangkok, Josh returned to Lowe Vietnam after being asked to build & lead a new design team as Design Director.
A drive to offer clients to the best possible creative solutions led to the founding Rice Creative with Chi-An De Leo.
Rice Creative is a multidisciplinary design agency set up in Ho Chi Minh City, Vietnam in 2011 by Chi-An De Leo and Joshua Breidenbach. Out of huge global branding & advertising agencies respectively, the duo sought a smaller more personal environment to offer a new set of clients, world-class creative solutions, with emphasis on well informed concept. The Duo have now enlisted a small handpicked team of creative, planning & production talent to expand the reach of the agency. Rice Creative have engaged with number of like minded start up companies including Marou Faiseurs de Chocolat, to give them voice & visual identity. Rice creative plans to remain lean & focused forming long lasting bonds with their select clients to produce striking, long lasting creative work.
Rice creative's core practices are in brand identity, art-direction, packaging, interactive, & print.
Marou Chocolate was our first client - a designers dream client, a great way to kickstart Rice Creative. Our first meeting was at Samuel Maruta’s house, they showed us their home-made grinder they had set up in the back room & we had our first taste of Marou Chocolate. We got along great & it was the start of a great & long journey. Since all of us we had quit our full-time jobs, we worked out a way to help each other grow and sustain a working relationship. We had a lot of fun coming up with the Marou brand & spent a good few months on the packaging design with many long discussions.