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
Joshua uses design to make meaning move. He believes bold, unifying ideas can bridge cultures, spark connection, and drive positive change.
He’s drawn to work that lives in the middle – between art and strategy, intuition and intent – where pop meets purpose. His process is shaped by cultural diversity, collaboration, and a deep love of discovery. To him, storytelling and world-building aren’t trends; they’re tools for shaping tomorrow.
An entrepreneur at heart, Joshua co-founded Rice with Chí-An in 2011: building lasting relationships with brands he believes in, helping them grow across cultures and make ideas travel. That spirit now lives on as BaseSGN, where Joshua leads as Partner & Executive Creative Director. He leads with curiosity and care, challenging what’s expected to build what lasts: creative, connected, and made for better futures.
