Biti’s Hunter

Biti’s Hunter, Vietnam’s leading sneaker brand, has undergone a transformative rebrand led by M — N Associates, introducing a dynamic visual identity that seamlessly blends cultural heritage with modern design. Central to this rebrand is the custom typeface MN Hunter, characterized by its forward-leaning slant, symbolizing progression and movement. This bespoke typeface not only enhances brand recognition but also reflects Vietnamese cultural motifs, with diacritic designs inspired by the nón lá (conical hat) and dragon imagery, infusing each character with national pride. The typeface is utilized across various brand mediums, including product designs, packaging, and digital platforms, ensuring a cohesive and instantly recognizable brand presence. Complementing MN Hunter Display, TT Commons is employed for contextual displays, offering a neutral yet modern aesthetic that balances the boldness of the custom typeface. This harmonious typographic system reinforces Biti’s Hunter’s commitment to innovation while honoring its deep-rooted cultural identity.

Executive creative direction and Type direction by Duy — N. The custom typeface was designed by Type Associates and Bảo Trương, who also acted as design director and digital designer. See the full case study and find a complete list of credits in the Behance showcase.