About
Base Saigon
is where Vietnamese brands learn to travel
Founded as Rice by Chí-An De Leo and Joshua Breidenbach in Ho Chi Minh City in 2011, before the market was ready and before the rules were written, Base Saigon was built on the belief that design and storytelling can help Vietnamese brands define themselves and move through the world. Today, in a country accelerating in real time and anchoring the network in Asia, the studio — based in a modernist 1960s house in central Saigon — positions local brands globally and global brands locally with cultural precision. Base Saigon shapes brands including Marou Chocolate, Pizza 4P’s, UNICEF Vietnam, Uniqlo, Uber and Baemin, and, beyond client work, its team of thirty creatives invests in design education, local events and publishing. Not as a side project, but as a responsibility.
Meet the basers
For over a decade, Anna has been the steady hand behind Rice’s production driven by precision, care, and a belief that ideas deserve to be made real. From a single chocolate wrapper to a national uniform system, she treats every project with the same respect: make it well, or don’t make it at all.
Her instinct for making runs deep. Her father built, crafted, and created – always turning ideas into something tangible. Growing up in that spirit of creation shaped how Anna sees production: not as logistics, but as the moment vision takes form.
As Production Director at BaseSGN, she’s brought to life everything from monumental art installations to exquisitely printed packaging to multi-day conferences. Calm in her leadership, sharp in her eye, she connects people, timelines, and ideas – so what leaves the studio doesn’t just work, it resonates.
