Deren Rice

In a world saturated with branded content, advertising, and ephemeral storytelling, Deren Rice emerges to highlight one of the most undervalued aspects of modern industry: utility. Hence its claim: “A bag is a tool. Always born out of necessity.”

To reinforce this idea, each product is presented with technical descriptions (sizes, materials, etc.), showcasing the various utilities of every model.

Moreover, the proposed campaign features different people from various professions (hairdressers, secretaries, product designers) showing the tools they carry in their Deren Rice bags.