Duy Nguyen
Executive Creative Director · Creative Director
Studios:M — N Associates
Quotes
“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.”