A bespoke design for companies and brands, from identity to the whole product portfolio. Design language in the style that suits it, and still will years from now, because it grows from its own story.
Aleš Boem is a designer and creative director with twenty years of practice across every discipline of design, and the founder of Boem, a design studio in Prague. He started in graphic design and advertising, then studied product, industrial and interior design — and out of that mix came a way of working where the brand, its products and the way they are sold are designed together, in one language.
Straight from the Academy of Arts, Architecture and Design in Prague he joined the furniture brand Meyto as its creative director. His first large collection came that same year: an award-winning range of street furniture for the city of Prague, realised together with the studio Olgoj Chorchoj. Eyewear has been the field of his deepest experience ever since, first through a brand of his own and today for other labels. Since then he has held the creative director’s role as an external partner, most recently for the glassware brand Klimchi and for Ovalware.
What connects the work is not a style but a method. Whether it is eyewear, glassware, cookware or furniture, the method is the same.
Brand codification and design language
A brand’s language is not derived from a current trend, but from where the brand came from, what it holds and what its products are about. From that core comes a design language: shapes, proportions, materials, colours and naming that belong to it. Brand codification is not about the logo, but about the values — what belongs in, and what no longer does.
Product design
Every product has an anatomy: proportions and a hierarchy of details. Originality comes from knowledge — of history, of the typology, of what the market has overlooked, and of what production can actually do. From those comes a product that fills a real gap in its category.
Design development
Between the idea and the sale stand the factories, with their tools, tolerances and habits, and most good designs get lost exactly there. Development support is about understanding the manufacturing processes, knowing where to give way and where not to, and debugging until the product sits on the shelf the way it was meant to. That knowledge comes only from real experience of working in production, and from the projects already realised.
Creative direction
Creative direction is leading people, and leading a brand in the right direction. It is the role of a strategic business partner: someone who looks at where the brand can go in the world and builds the company’s strategy from the cultural side — what it stands for, what it has to offer people, and how that shows in everything it makes. It is less about approving designs than about keeping the whole company moving as one: the owner, the product team, sales and production, working toward the same picture of the brand.