In creating a highly unified and endearing brand for Bonitas we felt it necessary to forge powerful connections across
the brand elements, through which we could link all of their communication messages.
To do this we created a series of concepts, the first of which is the ‘red thread’; a visual metaphor, which we used to effectively connect the aesthetic elements of the brand and its identity. From the red colour pallete and elegantly flowing, ribbon-like font used in the Bonitas logo to the subtle ‘thread’ line that connects the heart (“B”) symbol in the monogram and the circle that encapsulates it, the red thread concept is evident across many visual aspects of the brand.
We chose to expand further on the red thread concept by creating a comprehensive range of supporting icons, which also incorporated the three elements of a symbol (human figure, pen, syringe etc.), a circle in which the symbol is placed and
a connection line to join the two. This connection line then represents the red thread and serves to reinforce the concept
of Bonitas’ intrinsic connection to their clients.
of Bonitas’ intrinsic connection to their clients.
The next concept was centered around strengthening the brands positioning and the tagline “Supporter of your life”.
We developed the idea of using the sun as a metaphor for supporting life and incorporated this across the majority of the
brands’ photography, ensuring that the sun is always positioned behind the models in the frame. In this way, the sun can
be seen as a visual representation of the Bonitas brand and how they are always behind their clients, supporting their lives.
This metaphor is further strengthened within the brand monogram, wherein the circle that surrounds and contains the heart
or “B” symbol can be seen as a more abstract representation of the sun.
We developed the idea of using the sun as a metaphor for supporting life and incorporated this across the majority of the
brands’ photography, ensuring that the sun is always positioned behind the models in the frame. In this way, the sun can
be seen as a visual representation of the Bonitas brand and how they are always behind their clients, supporting their lives.
This metaphor is further strengthened within the brand monogram, wherein the circle that surrounds and contains the heart
or “B” symbol can be seen as a more abstract representation of the sun.
