Firma capture Honext's vision of a zero-waste future with a simple, architectural identity system
Honext creates sustainable building materials from cellulose waste. Their innovative product considers the entire life cycle of a building, bypassing the traditional construction materials that continue to overload landfills and deplete the planet’s scarce resources.
Such a forward-thinking approach within an extremely conventional industry required razor-sharp and to-the-point storytelling. Barcelona and Los Angeles-based agency Firma was tasked with creating a new brand identity for the company that was formerly known as Biprocel.
The new name captures their use of honest materials and driven attitude towards creating a zero-waste future. The bespoke wordmark is made from horizontal and diagonal lines that resemble Honext’s fibreboard panels, with each letter ‘pressed’ to the various thicknesses of their finished product.
For the typeface, Firma chose Everett, a contemporary and versatile grotesque that’s highly legible, fluid and organic. To complement it, they devised a system based on grid reticles that echoes an architectural design or blueprint, conveying symmetry and sophistication in the process.