A subtly sensual wordmark leads U.I.WD.’s authentically Brazilian rebrand of Bossa Furniture

Located in the cities of São Paulo, Brazil, and New York City, USA, Bossa Furniture is carefully preserving Brazil’s design heritage through the curation, documentation and conservation of its historical furniture collection. As a vintage and contemporary design gallery and furniture store, they were in need of a rebrand that underlined their purpose, showcasing their approach to curation and documentation alongside their subsidiary brands. Tasked with the project, São Paulo-based creative direction and design studio U.I.WD. took inspiration from the Brazilian Modernism movement, drawing upon popular and vernacular cultural elements to influence everything from type selection to branding applications. Honouring the 20th century of Brazilian modernist architecture and interior design, the team elevated Bossa’s standards, highlighting its roots through its brand story and extensive catalogue. “Inspired by notable Brazilian architects like Oscar Niemeyer and Lina Bo Bardi,” explains Designer Matheus Gomes, “we researched early pieces with organic and geometric shapes that have stood the test of time.” The research led the team to study Modernism and its impact on graphic design, architecture and interior design, as well as society at large.