M — N Associates’ rebrand ensures Biti’s Hunter stays steeped in Vietnamese culture and style

When M — N Associates began working on the rebrand for Vietnamese sneaker brand Biti’s Hunter, they knew they had to make space for both the brand’s past and the present. For many years, the Vietnamese way of life has been at the heart of everything the shoemaker does, and this was a part of its identity that had to be reflected in its reimagined brand. “We retained the essence of the original brand, particularly its deep connection to Vietnamese culture and its bold, adventurous personality,” Executive Creative Director Duy Nguyen tells us. “The core inspiration for the rebrand comes from the concept of movement and progress – deeply rooted in Biti’s famous slogan, “Nâng niu bàn chân Việt,” which translates to “Cherishing Vietnamese feet.” Every step represents moving forward, and Biti’s Hunter has always encouraged the next generation to stride ahead with confidence while staying connected to their cultural heritage,” Nguyen adds. To give the brand a sporty edge, the studio opted for a strong, personality-rich typographic approach to the rebrand. Going full-tilt on typography allowed the team to craft a strong and versatile visual language that delivers impactful messaging, adapts seamlessly across various campaign directions, and brings the brand right up to date. Central to this is the custom MN Hunter typeface, crafted carefully by Type Associates, M — N Associates’ in-house type department. “Designed with a distinctive forward tilt, the typeface embodies the brand’s ‘Step Forward’ ethos – its dynamic, forward-leaning characters symbolising progress and movement. Sharp edges and precise cuts reinforce a sense of resilience and strength,” says Nguyen.