Bula is a custom typeface designed for FutureBrand’s award-winning identity for Fiji Airways in 2014. Partnering with renowned Fijian Masi Artist, Makereta Matemosi and the Air Pacific team, FutureBrand created a uniquely Fijian identity that truly celebrated a proud nation and its people. Makereta Matemosi crafted a traditional Masi for the airline, an ancient art form that embodies the traditions and spirit of Fiji. This Masi was celebrated in the airline’s new identity and translated into its livery design, while offering further visual motifs for other aircraft details. Bula was inspired by compliments the Masi patterns. Each letter has four alternates to introduce life and rhythm into the Fiji Airways typesetting.