The Uber brand pivots like a tech start-up.

In 2016 Uber launched uberMOTO in Hanoi and Ho Chi Minh City in Vietnam, allowing riders to catch a ride on motorcycles. Uber have always been clear that they are not a ride share business, not even a logistics business, but a technology business. This latest product pivot demonstrates the mindset of a tech business always looking for new ways to adapt product to suit a new market.

We love the new brand identity for UberMOTO designed by the talented crew at Rice Creative inHo Chi Minh City, Vietnam.