Rice is Asia’s alternative voice. From sex workers to politicians, contemporary art to street food, Rice delivers fresh perspectives and bold commentary on everyday life in Asia.
How can Somewhere Else help shape Rice’s brand strategy such that Rice presents an identity true to its roots without alienating a wide audience?
Visual Identity System
Content that’s Out of the Ordinary
Unique in South East Asia, Rice is poised to present alternative opinions as part of its mission to shape viewpoints and raise questions on broad ranging topics from current affairs to culture.
Bringing the Character to Life
It would have been easy to develop a crazy identity for Rice but this would have alienated a large portion of any audience unaccustomed to what Rice represents. It was paramount to develop a unique yet non-intimidating identity system that communicates Rice. New visual cues were developed to trigger curiosity and encourage readers to explore the site.
Post Project Summary
+ Development of brand strategy with content and readers at the core
+ Unique and standout identity system that straddles conventional and contemporary design languages
+ Website design and improvements based on data of past-user-behaviour