Duy Nguyen
Executive Creative Director · Creative Director
In their own words
Each work carries not just an image, but layers of time, intent and history.
We were inspired by the magnolia coco flower. It only blooms at night — just like Dạ and Hợp. That metaphor helped us shape everything.
We worked closely with the architecture and operations teams to make sure the brand's personality could be felt in every detail – from lighting temperature to how people move through the space.
People are sharing it without prompt – the duality gives them something unexpected.
As Vietnamese designers, working on this rebrand was an honour – a chance to redefine a truly Vietnamese sneaker brand.
We realised Biti's Hunter needed a stronger foundation with an iconic, instantly recognisable identity.
The custom diacritics, inspired by Vietnamese cultural elements, add a unique national identity.
We retained the essence of the original brand, particularly its deep connection to Vietnamese culture and its bold, adventurous personality.
Designed with a distinctive forward tilt, the typeface embodies the brand’s ‘Step Forward’ ethos – its dynamic, forward-leaning characters symbolising progress and movement.
By embedding our design philosophy into every aspect of the collection, we have ensured that the ‘Step Forward’ movement is not just a concept, but a tangible reality.
Articles & interviews
- "M — N Associates Redefines Vietnamese Museum Aesthetics"
M — N Associates developed a new brand identity for Quang San Art Museum in Ho Chi Minh City, drawing inspiration from the museum’s architecture and art collection. The concept, titled 'Layers of Contemplation,' integrates custom typography, spatial symbolism, and a responsive digital experience. The rebrand has been positively received, boosting visitor engagement and reinforcing the museum’s cultural mission.
- "Dạ-Hợp: Nighttime Dual-Concept Dining Thrives in Ho Chi Minh City"
Creative Boom profiles M — N Associates’ brand identity for Dạ-Hợp, a dual-concept dining and nightlife venue in Ho Chi Minh City. The design merges two contrasting experiences — a moody cabaret restaurant and a vibrant rooftop bar — through a unified visual system inspired by the magnolia coco flower. The project showcases custom typography, a deep red palette, and spatial branding that connects both levels of the venue.
- "M — N Associates Rebrands Vietnam's Top Sneaker Brand, Biti's Hunter"
M — N Associates has rebranded Vietnam’s leading sneaker brand, Biti’s Hunter, with a bold new identity that bridges physical and digital experiences. The rebrand introduces a custom typeface, adaptive monogram, and cohesive visual system inspired by Vietnamese culture. The project aims to position Biti’s Hunter as a modern, globally competitive fashion brand while celebrating its national roots.
- "M — N Associates Rebrands Biti’s Hunter, Emphasizes Vietnamese Heritage"
M — N Associates rebranded Vietnamese sneaker brand Biti’s Hunter, balancing cultural heritage with modern design. The project features a custom typeface, MN Hunter, inspired by movement and Vietnamese symbolism, complemented by TT Commons Pro. The rebrand includes dynamic logos, packaging, and a new product collection that reinforces the brand’s ‘Step Forward’ ethos.