Biti’s Hunter, one of Vietnam’s leading sports footwear brands, has launched a new logo, identity, and packaging designed by M—N Associates. The rebrand signals a bold new chapter for the company, reinforcing its role as an innovative player in the athletic footwear world while staying connected to its cultural roots. The fresh visual identity ties into the brand’s latest campaign, “Bước Tới” (Step Forward), which focuses on progress, self-expression, and the global aspirations of Vietnamese design.
The new logo dramatically differs from the old one. The previous design featured a smooth, rounded typeface in light orange, giving off a friendly, approachable vibe that matched the brand’s earlier focus on casual sportswear. But as Biti’s Hunter has grown, the need for a sharper, more dynamic identity became clear—something bold enough to capture its adventurous spirit and resonate with a younger crowd.
The updated logo features a striking black-on-orange color scheme, creating strong contrast and a bold and confident look. Typography takes center stage here. The letters are angular and sharp-edged, with a forward-leaning slant that suggests movement and momentum. The design reflects the brand’s drive to push boundaries and keep moving ahead.
A standout detail is the stylized “H.” Its crossbar has been transformed into a bold, sweeping stroke, adding a sense of motion and energy. This makes the logo visually dynamic, symbolizing the brand’s active, future-focused mindset. The sharp cuts and exaggerated letterforms give the logo an edgy, distinct look that sets it apart in the crowded world of athletic footwear.
The custom typeface, MN Hunter Display, builds on this bold, forward-leaning style. Its sharp edges and slashes evoke strength and determination. What makes it special is how it blends contemporary design with Vietnamese cultural elements—like diacritical marks inspired by the curves of the nón lá (traditional conical hat) and flowing dragon motifs. The fusion of modern style with cultural references shows Biti’s Hunter’s dedication to honoring its heritage while embracing the future.
The brand uses TT Commons Pro, a clean, neutral typeface that balances MN Hunter Display’s bold energy for secondary text and supporting materials.
The new logo introduces a monogram based on the stylized “H.” Refined to work as a standalone mark, the monogram features strong contrasts between thick and thin strokes, with an exaggerated curve that adds flair. It looks particularly striking on footwear, making a bold statement when placed on the sides of shoes.
The soft orange from the previous logo has been replaced with a bold, saturated orange-red paired with deep black. The palette conveys energy, passion, and determination—qualities that align perfectly with the brand’s athletic focus. The vivid colors ensure high visibility on packaging, ads, or digital platforms.
The bold typography, dynamic color scheme, and cultural influences come together to create a look that’s both fresh and deeply rooted in Vietnamese heritage. The rebrand reflects the brand’s growth and ambition, positioning it as a symbol of Vietnam’s creativity and global influence in sports fashion.