The Bosqar In. group and the Bruketa&Žinić&Grey agency won the Red Dot in the Brand Design & Identity/Logo category for the rebranding presented to the public last year. This award is regarded as the most sought-after international seal of design quality, with winners chosen by a jury of 43 experts from more than 20 countries worldwide.
Bosqar In. is an investment group known for its bullish character, which enables growth. That is why a bull is hidden in its name and logo as a reference to the boškarin, an indigenous Croatian bull symbolizing strength, resilience, and progress.
How did the rebranding process unfold?
Although very proud of its long tradition, Meritus ulaganja, one of the fastest-growing companies in the region and the holding company of the Mplus Group, decided to refresh its brand in 2024. For this bold step, the creative agency Bruketa&Žinić&Grey was engaged, and its work resulted in the creation of a new, fresh, and dynamic brand: BOSQAR IN., i.e., BOSQAR d.d. for the holding and BOSQAR IN./BOSQAR INVEST for the group.
BOSQAR IN. is an authentic brand equipped with knowledge, energy, and experience and has long outgrown local or even regional boundaries, with its bullish character set to take it much further. The rebranding process began with a thorough analysis of the company’s then-image, market conditions, and competition. Through a series of workshops and interviews with key company figures, the agency was able to penetrate to the very core of the business, which was crucial for understanding the values, vision, and ambition of both the company and the group as a whole. The analysis identified the brand’s key attributes: expertise, reliability, energy, and commitment to growth. On the basis of these attributes, the foundation for further brand development was formed.
The rebranding came to life through a new name – BOSQAR IN. The name reflects strength and stability, combining associations with the Latin word boscus (forest, growth) and boškarin (a strong, indigenous bull). The visual identity follows the same guiding principle, using elegant typography, the color gold (wealth, wisdom), and a subtle illustration of stylized boškarin horns. The new BOSQAR IN. brand represents the group’s evolution, reflecting its strength, expertise, and commitment to creating lasting value for its clients and partners. This transformation is not just a name change but a complete redefinition of how the company presents itself to the world.
The Bruketa&Žinić&Grey agency has so far won 32 Red Dot Awards, including four Best of the Best, the most in the region.
“As I have already said once before, this rebranding is exactly what we needed as a company, on precisely the market where we want to be, and with exactly the people we want to talk to. I am glad that this has been recognized with this award,” said Stjepan Orešković, founder of BOSQAR d.d.
“Great brands are not created in branding agency laboratories but in the minds of visionaries who have the ability to realize their visions. Our job is to listen, question, systematize, and present those ideas in the best possible way. In a process lasting around 100 days, in co-creation with all the key people of the company, a brand strategy was created as the basis for all communication activities, including naming and visual identity. Bosqar In. has its roots in the Latin word boscus – tree, which is a great metaphor for a company with strong roots, focused on growth and development, but also in the boškarin, an indigenous bull, as ambitious and optimistic as the bulls on Wall Street. The timeless visual identity communicates this company’s ambition to endure, with a small contemporary intervention, an original ligature between Q and A that evokes the company’s bullish character. BOSQAR INVEST is an authentic brand equipped with knowledge, energy, and experience and has long outgrown local or even regional boundaries, and its character will take it much further. We are glad that Red Dot has officially recognized this,” said Davor Bruketa, creative director and co-owner of the Bruketa&Žinić&Grey agency.
