Client: HP

Project: HP Feenix Packaging

Year: 2022


HP created a packaging technology that is the world’s first-ever 100% plastic-free, plant-based and completely compostable packaging. With a circular lifespan, it is the only packaging that can be thrown away in the trash, recycled, or composted. Made from old paper and cardboard, it is reborn as something completely new, which can then be broken down and made into something new, again and again and again. It’s ability to rise from its ashes gives this packaging its name… Feenix. The W+K design team was tasked with exploring, pitching, and executing different logo and identity system directions. Once HP approved a logo and identity system, we delivered a playbook manual that informs them on how to implement the logo and identity system effectively across all channels.



Before the name Feenix, the Creative and Strategy teams came up with 13 names, which was then narrowed down to 5 names: Path, Chuck, NXT, NoP, and Onli. The design team was tasked with creating a logo for each of the 5 names, resulting in hundreds of logo iterations. Below is a logo process book designed by James Marshall and Johnelle Smith.


Once the client approved the name “Feenix”, the design team explored more logo iterations for the new name.

Below showcases hundreds of potential Feenix logo marks ranging from snails, birds, wings, arrows and sunrises.

After countless logo exploration, HP finally approved a logo mark. The final approved Feenix logo is a circular mark symbolizing optimism and progress.


The next phase was to build a visual system around the approved logo mark. We incorporated HP’s brand font “Forma DJR” across all typographic layouts. The photography focuses on nature and people with a warm, optimistic, fashion-adjacent, editorial tone. The tone and quality of the images skew warm, utilizing yellows, reds, and earth tones. Photographs of nature should capture bright, colorful, clean landscapes and close-ups of plants and leaves. People in the photographs should be enjoying and engaging with nature, showcasing that they have an appreciation for the environment and care deeply about their surroundings. For the color palette, the greens are meant to communicate nature, plants, growth, and renewal. The oranges are meant to speak to the fire and rebirth of Feenix as a name while also speaking to the earth.

We delivered a playbook manual that informed the client about the guidelines of the logo and system. The playbook includes rules on the brand elements, dos and don’ts and examples of how the system works. The full playbook can be viewed here.


Credits: Creative Directors: Christen Brestrup, Bertie Scrase
Strategy: Henry Lambert, Bianna Nikdel
Brand: Kayla Clay, Simone Myers, Hannah Hewitt
Design Director: David Chathas
Design Producer: Kelly Cousins
Designers: Katie Custis, Avery Jagre, Mimi Jiao, Lauren King, James Marshall, Vivi Naranjo, Cathy Ormerod, Jason Scheuermann, Johnelle Smith, Sophie van der Merwe, Nicole Wang, Stephanie Ward


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