Fotenix - Brand Identity.Making farming and food production more efficient with tech and AI.
Launched at GreenTech 2025 in Amsterdam.
It’s always such a satisfying moment when you see your brand work launched on a big international stage. The buzz never gets any less, and that’s precisely how it felt when Fotenix launched their new rebrand at GreenTech 2025 in Amsterdam.The team were at the event in force, and highly respected CEO Charles Veys was speaking on the main stage with the Fotenix branding up on screen behind him.
Leading the way.
Working with Fotenix, I learned a lot about food production, in particular greenhouse growing and controlled environment agriculture. Despite answering an increasing need, high operational costs and a shortage of skilled labour mean greenhouse growers and farmers are facing extremely challenging times. The introduction of tech and AI are fundamental to surmounting these challenges, and that is precisely where Fotenix are leading way.
A new brand identity.
Meeting with the team at their HQ, my brief was to create a new brand identity, one designed to project and communicate the Fotenix brand purpose, and to represent the drive towards greater efficiency and profitability for growers.
The arrow pattern, as worn on the t-shirts of the team, was one key element of the visual communication, designed to represent positivity and growth, and to symbolise rows of healthy crops. The arrows play a symbolic role throughout the branding, appearing across every touchpoint, from wordmark to product, website to presentation decks.
Fotenix, making farming more profitable and food production more efficient with tech and AI.