The Granada-based design studio Buenaventura and Barcelona type designer Laura Meseguer were selected to lead the rebranding of MR. BOHO.

Founded in 2013, MR. BOHO has become a well-known eyewear brand recognized for its cosmopolitan, dynamic, and natural spirit. With a presence in over 40 countries, the brand strives to offer high-quality Spanish design at an accessible price through its two collections of sunglasses and optical frames. As the company evolved, it needed a rebranding to bring its visual narrative in line with its current direction, so they turned to Buenaventura for a fresh approach.

The studio based its proposal on the creation of a custom typeface, developed in collaboration with Laura Meseguer, with the goal of establishing a unique and exclusive visual language for the brand. The inspiration came from the very origins of eye protection. As they delved into the history of early protective eyewear, they encountered fascinating stories of ingenuity and creativity, especially from the Inuit people, who invented innovative ways to protect their eyes from the sun and its reflection on the snow. Exploring this culture further, they immersed themselves in the Inuktitut writing system, a syllabary known as an abugida.
This abugida system is used by Inuktitut speakers, primarily in northern Canada in the Nunavik and Nunatsiavut regions, within Quebec and Labrador. In an abugida, glyphs represent consonant and vowel combinations rather than single phonetic units, as in the Latin alphabet. One unique feature of the Canadian syllabary is its system of character rotation. The shapes of the characters are based predominantly on geometric structures with circular and square forms that rotate to indicate each syllabic unit’s vowel.
In the new brand typeface, the creators sought to embody these characteristics while also reflecting MR. BOHO’s design principles in its collections. This typeface, inspired by the Inuktitut writing system, brings a modern touch while connecting with history, serving as the core of the rebranding developed by Buenaventura. They also designed a new monogram based on the dot and the letter “B,” capturing the essence of the brand and projecting it into new realms.

About Buenaventura Studio
: Graphic design studio based in Loja, Granada, specializing in visual identity, product imagery, and editorial design.
They believe in simplicity, harmony, and honesty in design to express the true essence of every concept, product, or brand.
About Laura Meseguer
: Laura Meseguer is a Barcelona-based type designer. For over 20 years, she has created custom typefaces and brand identities for products, companies, cultural institutions, and publications. Her clients include TOUS, Typeform, Het Parool, the Ajuntament de Barcelona, and Google, among others. Rigor and joy are her guiding principles, with a strong focus on detail and collaboration with clients and creatives. Her work combines traditional techniques with an experimental approach.