BOO

A brand of twin brothers

BOO is Vietnam’s premier streetwear brand, established in Hanoi in 2003, by twin brothers, Viet Anh and Viet Hung, who grew up in the Czech Republic and moved to Vietnam when they turned 20. From their inception, BOO has grown into a real player in the Vietnam fashion scene with nearly 50 brick and mortar locations throughout Vietnam.

Designed by Rice (Ho Chi Minh City, Vietnam)

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 on Vietnamese streetwear lovers.

Rice commissioned Displaay type foundry to create an exclusive, Vietnamese version of Roobert Regular with custom discretionary ligatures for BOO. The BOO word-mark is type-able and can be displayed within any line of copy and was designed with a variety of lock-up’s in mind. Branded stamps were designed with each shape mimicking an encapsulated stamp of approval.
— Rice project page

Besides the trendy “pastel color” and “unemotional photos”, the logo itself captures the identity of the brand, and works well. As I already mentioned that the brand was founded by twin brothers, and from this article, the word “boo” means “moo” —a cry of cows— in Czech (the country the brothers grew up), it is obvious that the ligature of “OO” indicates twins and the nose of a cow. Therefore, even though the typeset itself is “uncharacteristic”, the unusual ligatures — for example, B“OO” L“AA”B—makes the identity.

More from Rice project page