Companies that manage money don’t like risk, especially when it comes to their own name and logo. But Bosqar In. shows that even in this highly regulated sphere, there is room for bold transformation. A new strategy, a new name, and a new visual identity were not the result of impulse, but of a three-month process in which the business was precisely dissected, the “secret ingredient” of success was sought, and transformed into a brand that communicates stability, strength, and lasting value. As with any good rebranding, what appears on the surface is just the tip of the story. Through its new identity, Bosqar In. has gained a clearer voice, but also a compass to navigate the future. And for the agency, it’s further proof that behind every logo lies much more than design, there’s a story about people, ambitions, and the marks they want to leave.
We spoke with Davor about how the idea developed from the first brief to the final cut.
MM: Companies that manage finances, especially large ones, are not exactly inclined to make radical changes to their logo. Yet you managed to convince Bosqar In. to do just that. How?
Davor Bruketa: At first glance, it seems like a radical move, but in reality, it’s the culmination of a much longer process. The new brand strategy and visual identity emerged after more than three months of joint work. First, we had to understand the business, find the “secret ingredient” of their success, and build the brand strategy from that. Only after we defined all that did we arrive at the name and visual identity.
MM: Based on the information from the analysis, you created a new brand strategy with a clearly defined purpose – “creating a lasting mark.” Can you elaborate on that?
Davor Bruketa: Bosqar has long-term ambitions. Their purpose is to leave a mark that lasts even when people or circumstances change. That means investing knowledge, energy, and expertise into the companies they work with, so that the result endures beyond any individual contribution.
MM: You’ve created a new, fresh, and dynamic brand – Bosqar In. What does it now say about the company?
Davor Bruketa: The new name and identity reflect strength, stability, and commitment to growth. The name Bosqar In. combines two strong associations: the Latin word boscus, meaning forest and growth, and the boškarin, an indigenous Istrian bull. The visual identity reflects this as well: a typeface that conveys authority and a subtle ligature in the shape of boškarin horns symbolizing strength and protection.
MM: Beyond strength, the new Bosqar In. brand demonstrates expertise and dedication to creating lasting value for clients and partners. Together, all this represents a complete redefinition of how the company presents itself to the world.
Davor Bruketa: Exactly. The new identity isn’t cosmetic, it’s a system that supports the business. The language is precise and confident, the content is structured clearly and rationally, and the visual identity system is consistent and functional. All of this together creates the impression of a serious institution with a clear purpose.
MM: How important is it for an agency to have a company like Bosqar In. in its portfolio? Is it just for show, or is there more to it?
Davor Bruketa: Bosqar In. is not only important to its shareholders. The initiatives they undertake will have a positive impact on the European economy and society. We specifically want to be part of that and contribute to the growth and development of the society we live in. We’ve been collaborating with major business systems for thirty years – 25 years with Podravka and Addiko, 22 with Adris, 10 years with Croatia osiguranje and The Coca-Cola Co. We work with Hrvatski Telekom, Lactalis, Rimac Automobili, Marodi, Favarger… We did the rebranding for Fortenova, Span, Belupo, Croz, the branding platform for Graia, and many other projects. So, we have the knowledge and experience used for growth and development by both large companies and small startups.
MM: Every new client and project is a chance for the agency to learn something new. What did you learn from Bosqar In.?
Davor Bruketa: We learned how to combine ambition, local authenticity, and international seriousness, without losing credibility.
MM: And what did Bosqar In. learn from you?
Davor Bruketa: You’ll have to ask them ☺
