Bon Temps’ standards and specification-inspired identity for Kelfred Optical is proudly system-led

Playing into lineage and legacy whilst keeping two eyes on the future, Mexico City-based studio Bon Temps – specialising in audiovisual production and design consultancy – has worked with Hong Kong eyewear manufacturer Kelfred Optical to craft their slick visual identity, embodying the brand’s decades of industry leadership and technological expertise. “When approaching this rebrand, we wanted to not only highlight the stylish features and master craftsmanship of their products,” Creative Director Mauro Bonillo tells us, “but also create an overall look and feel that would be reminiscent of the company’s manufacturing services,” set to strike a balance between aesthetics and ergonomics, achieving as much through the use of Blaze Type’s Slussen as the hero typeface. “We believed that Slussen worked very well with the industrial and mechanical context of the client’s product,” Bonillo details, “as well as with the contemporary and high-end look that we envisioned for the brand,” representing Kelfred Optical’s story beyond its visual language.

“Kelfred Optical fabricates sunglasses in large, industrial warehouses using the most precise manufacturing tools and machinery,” Bonillo contextualises, “so we looked for inspiration that would relate well with that concept,” feeding this insight into the powerful visual system. “Lines are the identity’s most striking and salient feature,” he explains, discussing the punctuations of lines found throughout the brand, “they work as a functional grid, for which all other all graphic elements can fit inside,” inspired by the precision measurement tools used across Kelfred Optical’s production line. “This overall concept is meant to reflect the premium quality and superior technical performance of Kelfred’s products,” he notes, “as well as the commitment to design excellence that defines the company's values.”

This satisfying notion of standards and specification continued into Bon Temps’ approach to typography hierarchy, as well as the way the studio set Kelfred Optical’s wordmark. “At first we wanted to keep things simple,” Bonillo explains, utilising only a single weight of Slussen throughout, “however, as we progressed, we realised that the logo needed to be more unique,” along with the need to differentiate headline and supporting typography from the heroic elements of the identity. “We modified some of the letters to achieve this,” he continues, “adding ink traps to make it more expressive,” whilst setting the wordmark in all caps, resulting in a striking yet ultimately functionality-influenced appearance.

In contrast, the supporting use of colour, gradient and art direction creates an exciting visual tension to Kelfred Optical’s typography, becoming somewhat its antithesis. “For this specific colour palette, we went for a neutral and timeless approach,” Bonillo suggests, using only a warm grey and black. “Eventually, we added an eye-catching bright orange shade and created a gradient as a secondary colour scheme,” Bonillo concludes, “these colours were used as needed to give the brand a touch of attitude, and build a sense of intrigue around the project.”

Bon Temps

Kelfred Optical