Biti's Hunter Rebrand

With millions of sneakers worn worldwide, Biti’s Hunter proudly steps forward as a symbol of Vietnam’s creativity and progress. Its rebrand marks a bold transformation, championing Vietnam’s cultural heritage while inspiring the youth to embrace their identities and stride confidently into the future. For nine seasons, the iconic “Đi Để Trở Về” campaign has reminded us of the beauty of home, and now, the brand invites everyone to take the next step in this shared journey.

Rooted in Vietnam’s heritage and fueled by modern aspirations, the rebrand introduces bold, innovative designs that honor tradition while embracing forward-thinking innovation. At the heart of the rebrand is a call to action: step forward—into new experiences, into self-expression, and into a global stage.

More than just a new look, this transformation redefines the brand’s strategy, design, and experiences—proudly made in Vietnam, delivering style and purpose with every step.

Logo
The new Biti’s Hunter logo is a bold evolution rooted in its heritage. Drawing inspiration from the mother brand’s iconic logo, the design integrates the abstract bird mark in the top right corner, symbolizing freedom and progress. The logotype’s clean, dynamic strokes evoke the image of two legs standing firmly—an homage to the brand’s foundation: “Embracing Vietnamese Feet.”

At its core is the forward-facing “H” mark, a powerful representation of Hunter’s spirit—pushing boundaries while honoring its cultural roots. This reimagined logo allows for a bolder presence across different sneaker categories, seamlessly blending tradition with contemporary designs. It signifies a step forward, transcending limits to inspire new generations with a platform to strive, explore, and innovate.

Typeface
The MN Hunter is the display typeface that embodies Hunter’s dynamic and forward-thinking spirit. Its tilted, forward-leaning characters symbolize progression, while sharp cuts and edges evoke boldness and resilience. The typeface’s diacritics are uniquely inspired by the movement of stepping forward, echoing Vietnam’s cultural motifs such as the curvature of the nón lá and the dynamic shapes of dragons—symbols of strength and heritage.

Complementing MN Hunter Display, the TT Commons Pro font is used for contextual displays, bringing a neutral yet modern aesthetic to every touchpoint.

Together, these fonts form a cohesive and harmonized visual identity that captures Hunter’s spirit—dynamic, progressive, and deeply rooted in cultural pride.

Packaging
The new packaging makes a bold statement with its striking orange and black as primary colors, capturing the energetic, forward-thinking spirit of the brand while maintaining a pop visual presence both in-store and outdoors. Beyond its dynamic appearance, the packaging serves as a powerful message holder, embodying Hunter’s commitment to inspire and energize.

Sneaker
Together, we crafted and defined the first re-debut comeback line of Biti’s Hunter, introducing the new mark with a fresh identity. This collection reimagines materials and design structures, harmonizing form and function across various sneaker categories, setting a bold new standard for the brand.

Digital Experience
The new website layout for Hunter are designed with a strong focus on user-centric design principles, ensuring an intuitive experience. The modern layout ensures smooth navigation and easy access to key product information. The responsive design optimizes the experience across devices, improving both desktop and mobile usability.

This redesign offers a seamless customer journey and visually appealing experience.