DESCRIPTION

FENX is a supplement brand that evolved from a humanitarian initiative launched in March 2022. Over time, it transformed into a product focused on endurance and recovery — both for soldiers on the frontline and for civilians living under prolonged stress.

Our task was to develop a comprehensive brand system capable of functioning simultaneously as a socially responsible initiative and as a competitive commercial product.

PROBLEM

To sustain endurance, frontline soldiers often consume energy drinks in large quantities, which negatively affects their health. There was a clear need for a healthy and functional alternative.

At the same time, it was essential to create a strong, dignified brand image without excessive militarization, to communicate the social mission without exploiting the theme of war, and to build trust in the product as a high-quality and effective solution.

An additional challenge was to organically integrate the charitable component into a commercial model: foundations purchase supplements for soldiers using funds donated by businesses. The brand also needed to remain relevant to both military and civilian audiences.

SHORT INFORMATION

Field: Health & Performance Supplements
Scope of work: positioning, naming, brand strategy, visual identity, packaging design, website, and visual communication.

SOLUTION

The product is built around a universal supplement kit designed as a systematic solution to support optimal hormonal balance, endurance, and energy recovery — without the need for laboratory testing, which is often unavailable in field conditions.

The brand is based on the concept of inner resilience. The name FENX references the phoenix — a symbol of cyclical renewal and rebirth. The visual identity combines minimalism with a distinct Ukrainian character, structured typography, and restrained graphics that convey strength without aggression.

As a result, a cohesive brand ecosystem was created, integrating the social mission into a commercial model, uniting charity and product within a single visual logic, and building trust in the brand as both a functional and responsible solution.

Designer : CO + LAB

Location : Kyiv, Ukraine

Project : FENX

Client : Age Management One LTD