Joshua Breidenbach is the founding partner and Executive Creative Director of Rice, a strategic branding company based in Vietnam. Guided by the belief that bold, unifying ideas can move millions, he uses design to explore meaning, build connection, and contribute to positive change. Joshua’s work spans global organizations like Apple, UNICEF, and Uniqlo, as well as pioneering Vietnamese brands like Marou Chocolate and 4P’s. His cross-cultural practice reflects a deep love of discovery and a strong belief in what’s possible when diverse perspectives come together. He speaks internationally about how creative excellence—when paired with a founder’s mindset—can unlock disproportionate impact. His focus is on pop-driven, practical ideas that align ambition with transformation. Joshua's work has earned recognition from D&AD, Red Dot, Type Directors Club, and more, and has been featured in Monocle, Wallpaper UK, It’s Nice That, and leading design publications from Taschen, Gestalten, and Counter-Print.