The Granada studio Buenaventura and the Barcelona typeface designer Laura Meseguer have been in charge of developing the rebranding of MR. BOHO.
Founded in 2013, MR. BOHO is today a renowned eyewear brand that stands out for its cosmopolitan, restless and natural character. With a presence in more than 40 countries, the firm is committed to offering quality Spanish design at an affordable price through its two sun and optical collections. They needed a rebranding to update their visual narrative to the company’s current moment and they turned to Buenaventura.
The studio has based the proposal on the creation of a personalized typography, which was developed together with Laura Meseguer, with the aim of establishing its own and exclusive visual language for the brand. The inspiration came from the very roots of eye protection. As they delved into the history of the first tools designed for this purpose, they encountered fascinating stories of ingenuity and creativity, like those of the Inuit people. They devised ingenious ways to protect their eyes from the sun and its reflection in the snow. During their exploration of their culture, they immersed themselves in the writing system used by Inuktitut, structured like an abugida.
This abugida system is used by speakers of inuktitut, which generally inhabit northern Canada, in the areas of Nunavik and Nunatsiavut, in the states of Quebec and Labrador, respectively. In an abugida the glyphs represent combinations of consonants and syllables. This type of writing differs from systems such as Latin, in which each symbol represents an indivisible sound unit. The most particular characteristic of Canadian syllabaries is their rotation system. The anatomy of the characters is predominantly based on geometric constructions with circular and square shapes, which rotate to change the vowel of each syllabic unit.
In the new brand typography, the creators have tried to represent all of the above, and in turn, reflect the design principles that MR adopts. BOHO for your collections.
This new typography, inspired by the Inuktitut writing system, which provides contemporaneity and establishes a connection with the past and history, is the heart of the rebranding developed by Buenaventura. In addition, they have also created a new monogram, based on the dot and the letter B, which encapsulates the very essence of the brand and projects it into new scenarios.
