M — N Associates has given a fresh look to Vietnam’s renowned sneaker brand Biti’s Hunter with a new trademark, logo, custom typeface, and overall branding system. This revamp aims to seamlessly connect the physical and digital aspects of the brand experience.
For almost a decade, Biti’s Hunter has been recognized for its creative campaigns and unique designs, contributing significantly to the company’s revenue and selling millions of pairs worldwide. Unlike its parent brand Biti’s, which caters to a broader audience, Biti’s Hunter specifically targets the youth in Vietnam by embracing fashion and individual expression.
With a rich history spanning 40 years, Biti’s has been deeply intertwined with Vietnam’s cultural and economic progress, symbolizing national identity and resilience. The introduction of Biti’s Hunter in 2016 marked a bold shift towards a sneaker line that resonated with Vietnam’s streetwear culture and youthful spirit, as seen in campaigns like ‚Đi Để Trở Về‘ (Go to Explore, Return to Belong).
M — N Associates, in collaboration with Dentsu Redder, has crafted a cohesive identity for Biti’s Hunter to navigate this transformation phase. The goal was to establish a strong visual presence for the brand in the fashion world, enabling it to compete with global sneaker brands in the Vietnamese market.
The rebranding effort focused on creating an iconic and instantly recognizable identity for Biti’s Hunter, setting it apart from international competitors and solidifying its position as a market leader. The studio aimed to develop bold and unique assets that would ensure immediate brand recognition across various products and campaigns, emphasizing the brand’s evolution rather than just a fashion expansion.
By infusing Vietnamese motifs and cultural elements into the custom typeface, Biti’s Hunter’s new identity celebrates local authenticity while appealing to global trends, catering to the unique cultural identity of Vietnamese youth. „Beyond just typography, the adaptive ‚H‘ monogram has also influenced Biti’s Hunter’s brand evolution, staying connected to cultural movements like Cờ Hội and Tổ Ong. This ensures the brand remains relevant and rooted in its origins.
Biti’s Hunter’s ‚Step Forward‘ strategy drives its visual identity, embodying motion, energy, and confidence. The new logotype builds on the heritage of the previous wordmark, leaning even further forward to signify progress. The integration of the abstract bird mark from Biti’s parent brand creates a stronger visual connection.
The brand now has a bespoke typeface, MN Hunter Display, designed to enhance brand recognition. Inspired by Vietnamese cultural elements, the typeface adds a unique national identity. The blend of tradition and modernity creates a deeper connection with the audience.
New brand elements include typography-led packaging, e-commerce digital experience, and enhanced motion graphics. The identity seamlessly bridges physical and digital experiences, with the H monogram integrated into designs across various touchpoints.“