Vietnamese sneaker brand redesign champions nation’s cultural heritage

Biti’s Hunter, a footwear brand founded in Vietnam over 40 years ago, has successfully staged a comeback over the past few years. Its rebrand was undertaken by Ho Chi Minh City-based M — N Associates, which aims to honour tradition while also inspiring the country’s youth.

Facing the challenge of preserving its unique identity, Biti’s Hunter has now positioned itself as a proud Vietnamese brand that delivers with style and purpose. The revised identity by branding and creative design agency M — N Associates is built on a call to action: ‘Step forward – into new experiences, into self-expression and into a global stage.’

The updated logo symbolises freedom and progress through the use of an abstract bird located in the top right of the design. Highly flexible and adaptable, the ‘H’ mark was designed to offer a powerful representation of the brand’s spirit. Meanwhile, its two strokes, which mimic two legs, reflect the foundational idea of ‘Embracing Vietnamese Feet.’ Overall, the design seeks to inspire the next generation and push for greater recognition across sneaker categories.

The new typefaces seek to evoke cohesion and harmony. Display typeface MN Hunter, for instance, is tilted forward to represent progress, and the shapes used in the diacritic design was inspired by the culturally significant nón lá headwear and dragons. TT Commons Pro font, meanwhile, is more modern by comparison.  

In addition to designing the striking orange and black packaging, M — N Associates also created its re-debut comeback line. Incorporating the new brand identity, the collection reimagines materials and design structures.

M — N Associates co-founder Duy Nguyen says, “The rebrand of Biti’s Hunter focuses on redefining Vietnam’s leading sneaker brand through a bold, cohesive identity that bridges cultural heritage and modern innovation. Centred around the ‘Step Forward’ movement, the strategy introduces a refreshed trademark, logotype, custom typeface and a unified branding system across physical and digital platforms.

“With product innovation, striking packaging and a user-centric digital experience, the rebrand aims to strengthen brand recognition, engage new audiences and position Biti’s Hunter as a symbol of Vietnamese pride and global relevance, setting the stage for its next era of growth.”