Vietnam’s plant milk shelf offered young Vietnamese two choices: soy milk that felt heavy and familiar, or imported nut milks that felt foreign. Rice milk sat in between, almost untouched by real branding. For OCOBA’s new Sua Gao RiYo, made from Japonica rice by A An, we built a brand platform called Neo-Vietnamese and one creative idea: Tradition with a modern twist. The result is a launch film, a four-flavour character system and a key visual that make the most Vietnamese ingredient there is feel light, playful and new.