To mark its 50th anniversary and strengthen its position as a leading force from Eastern Indonesia, Bosowa partnered with Myara to develop a brand identity that honors its legacy while looking boldly to the future.
Founded by H.M. Aksa Mahmud in Makassar, Bosowa has grown into a diverse business group spanning automotive, energy, education, agriculture, and digital. Myara led a thoughtful rebrand—clarifying Bosowa’s purpose, refining its identity, and protecting its authenticity.
The new logo, inspired by the Lontara script, features a rising sun that reflects Bosowa’s role as “the sun from the East”and its values of performance, inclusion, and care. Through strategic insight and consistent execution, Myara brought this vision to life, ensuring the brand stays meaningful and future-ready.
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