Kelfred Optical

BonTemps designed the visual identity for Kelfred Optical, a Hong Kong-based eyewear manufacturer, in 2023, drawing inspiration from industrial standards and specifications. The Mexico City-based studio emphasized Kelfred’s technical expertise and product quality, using Slussen from Blaze Type to reflect the brand’s industrial and contemporary aesthetics. Their approach aimed to balance aesthetics with functionality, while reinforcing the company’s story and values through its visual identity.

The identity is characterized by the use of lines as a key graphic element, inspired by the precision tools used in Kelfred’s manufacturing processes. These lines form a functional grid that organizes other graphic elements. BonTemps also reworked the logo by modifying certain letters and adding ink traps to enhance expressiveness and functionality.

In terms of art direction, BonTemps opted for a neutral color palette, primarily featuring warm gray and black, with a bright orange gradient added to inject energy into the design. These choices bring character to the visual identity, creating a balance between technical precision and modern attitude, while reinforcing Kelfred Optical’s image as a high-end brand.

The Chinese typeface is yet unidentified.