Vietnam-Based Rice Creative For Eastlake Craft Brewery

This Minneapolis-based brewery turned to Ho Hi Minh-city based creative firm Rice Creative for their designs.

Rice Creative is a branding and creative agency launched in 2011 by Joshua Breidenbach and Chi-An De Leo.

The two have now put together a handpicked team of creative, planning & production talent to expand the agency and have worked with other start up companies including Marou Faiseurs de Chocolat for identity projects.


Rice creative plans to remain lean & focused forming long lasting bonds with their select clients to produce striking, long lasting creative work.

You can see more of Rice Creative’s work on Behance.

Eastlake Craft Brewery Bio

Ryan Pitman, a Minneapolis Minnesota based bus driver, had been brewing craft beer on his own for years. A dream came true when he came across the perfect space to create a brewery in the heart of Minneapolis, on Eastlake Ave.

Ryan shared with us of his intention to produce a wide and ever-evolving range of eclectic brews with unusual ingredients. Our intention became to supply the brand with an open identity which put an emphasis on uniqueness. We soon took note of the rich cultural heritage of the Eastlake Brewery neighborhood. Ryan let us know that he believed his establishment would be frequented by a rotating cast of local characters.


This inspired us to create a set of unique characters which would together represent the community as well as the eclectic brews. Along with these characters, we developed a range of logos which harken back to the olden days of both Minneapolis and Eastlake Avenue, as well as a set of graphic elements which tip a hat to the city of lakes. Our cast of working class characters, Minneapolis inspired logos, and unique graphic elements, personify and identify what is at the heart of the brand: Finely crafted beers with great character, and the community who shares them.

You can visit them on the web at


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