lifestyle • 21 Sep, 2017
Uber Recruit Expert Help For Their Redesign
A Radical Reinvention Courtesy Of Linda Mai Phung and Rice Creative
You’ve probably noticed a radical redesign zipping around these Saigon streets. Whether driven to change by the calamitous antics of their former CEO, Travis Kalanick, or simply because they felt it was time for a reboot, we don’t know. What we do know is that the new Uber outfit has added a well-designed streetwear edge to the motorbike-taxi wars.
And whatever you think of the ethically unconscious ride hailing company, Uber showed good taste this time by recruiting fashion designer Linda Mai Phung, and local design-house heroes Rice Creative — the minds behind Marou’s packaging and store, and who recently judged the local iteration of ASPaC, the Japanese design contest.
The already-iconic look of the drivers’ shirts, rain ponchos and helmets, that come in blue and turquoise swatches, might become the first choice for fashionistas in the major cities where they operate — Hanoi, Ho Chi Minh City and Da Nang. Now we’re waiting to see how their competitor retaliates. Gucci x Grab drivers’ gloves?
Image courtesy of Rice Creative
Words by David Kaye