Duy Nguyen
Executive Creative Director, Co-Founder, Partner, Creative Director
In their own words
At the beginning, the AI outputs were quite rough, but what interested us was the unpredictability.
Kids in the same classroom can drink the same milk brand while still having different packaging designs in their hands.
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.
Articles & interviews
- M
Vietnam-based studio M — N Associates created the brand identity for Metis, VitaDairy’s new pre-teen milk brand. The design centers on a Gen Alpha mascot named Vitrô, initially generated through AI and refined by hand to embody playful unpredictability. The project includes a custom typeface, variable packaging, and digital extensions like stickers and merchandise, reflecting a modern, emotionally open approach to children’s branding.
- "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"