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Huel, as a brand presents its products as a nutritionally beneficial option, despite facing challenges in shelf placement and limited flavour choices. Interviews as one of my primary research sources was an effective tool to understand the specific areas to improve based on two different consumers. I found this project both challenging and encouraging to work with existing brands to mimic the real world scenarios, and especially with the guidance from my tutors despite having a medical condition after Christmas Break.

I found designing both core and sub brand exciting to understanding how each contributes differently to Huel's brand image. The core brand was mainly featured a pastel colour palette of beige, red, and blue hues to complement the key design elements, such as the logo, wordmark and typography. Through this, I was able to execute a campaign across social media.

Sub Brand, was a fun and interesting way to differentiate Huel from the core brand whilst still remaining in brand alignment with the key design elements. I found that my favourite part was the product design freshers box with: sachets, manual, invitation letter, bottle + label design. Although, for next time I would do a few changes in the sachet design, but nevertheless I felt that the sub brand has a successful role in elevating Huel's brand image.

The most challenging part of the brand expression project was the Animation and GIF, due to my limited experience in moving images and motion graphics. Despite this, I dedicated multiple trial and errors to animate. However, I feel like I captured the intended message for my animation, to maintain a consistent black and white aesthetic. Whereas, for the GIF I had more fun animating the logo to see as a dynamic element.

https://padlet.com/dmitchell04202211/brand-expression-6i2ur80d3fi8fsj8

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I found that creating a campaign identity for university students would help Huel stand our from a its marketplace and gain more recognition from a younger audience through social media. The Campaign would be called: "Student Fuel" with slogans like: "Shake to Wake" or. "Fuel your body with Huel" to align with the students busy lifestyle like myself. I found that imagining if I as a student to be viewing and the different ways to position the campaign to compel students to choose Huel for their nutritious solutions.

So, further touchpoints that would support the social media campaign would be: packaging design, label design, stickers, laser cut boxes, and sachet design. As well as ensuring consistent branding across various products.

Additionally, including a pop up event with invitation letters to demonstrate the possibility of reinforcing a connection with student in person. Overall, the concept is designed for a specific niche: busy university students.

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In our class presentation, I found the iconic examples useful to get a start on thinking about possible sounds that Huel would be associated with, so I looked into dynamics (tap, whoosh, bounce) or dialogue. Sounds like taps and whooshes can help convey movement which would align with Huel's on-the-go style. Incorporating playful and dynamic sounds would compliment Huel's identity and resonate with its target audience.

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After undertsanding that Huel's target audience is from 20-40 year old seeking healthy and convenient lifestyles. I wanted to create a messaging that would reflect a casual and friendly tone of voice whilst evoking feeling like empowerment to get people to feel motivated but playful with the new products and flavours. The Sonic branding would reinforce these emotions, and the unique selling point would include a customisable option to give people a sense of control over their meals. Therefore, I was looking into slogans like "Fuelled by Huel" to help provoke emotional reactions to motivate customers to become a Hueligan.

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To elevate the label design further, I created a Social Media Campaign for "Grab, Sip and Go". Through this, I incorporated different viewpoints, such as zoomed in perspectives of the bottle, and supporting labels that highlight the health benefits of the drink to the consumer. This approach was aimed to enhance the visual appeal of the product whilst maintaining a consistent colour palette throughout, with subtle variable to remain aligned with Huel's existing brand identity.

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In designing the labels for the Ready to Drink Bottle, with a catchy quirky phrase, "Grab, Sip and Go" to captivate the audience attention, when in a rush during a busy schedule. I wanted to enhance the importance of prominently featuring elements such as: "vegan, gluten-free, and lactose" to make the product more visible and appealing to the consumer. The purpose of rebranding was to enhance and clarify the purpose of the drink effectively and setting it apart from competitors on the supermarket stand from my observations in my primary research.

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Despite having an EC due to medical reasons, i was still able to get back on track with the help of an app called "Flora" that uses the Pomodoro Method with 30 minutes focus mode and 5 minute break. I liked that the time was also adjustable and kept me accountable to maintain focused during this project. During class, I enjoyed talking to my classmates as a group to discuss our ideas, designs and solutions. I really do admire the collaborative space in class, allowing me to just go up to anyone to have a chat and ask for their opinion or some feedback about my design processes.

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Even though, it is not my first time copywriting. I enjoyed creating a social media campaign for Huel with visual elements like: hastags, emojis to reinforce the campaign "Grab, Sip and Go" message and encourage the audiences engagement. The call to action text was initiated to individulas to envision the campaign as an essential part of their daily routine, quick and easy on the go.

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I engraved the text backward so that when the wood is viewed from the front, the text appears correctly.

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Behance. “Grove Collaborative: HONU.” Behance, https://www.behance.net/gallery/94751425/Grove-Collaborative-HONU

California State University, Northridge . “Tessellations.” California State University, Northridge.https://www.csun.edu/~lmp99402/Math_Art/Tesselations/tesselations.html#:~:text=Tessellation%20Definition,a%20tessellation%20is%20a%20tiling

European Commision. “Flexible Plastica.” Circular Economy Platform, December 2022, https://circulareconomy.europa.eu/platform/sites/default/files/2022-12/Flexible%20Plastics.pdf

Deskera. “Potential of Biodegradable Wood for Sustainable Manufacturing.” Deskera Blog,https://www.deskera.com/blog/potential-of-biodegradable-wood-for-sustainable-manufacturing/

Dezeen. “Carbon forgoes net-zero form.” Dezeen, 22 July 2021, https://www.dezeen.com/2021/07/22/carbon-forgo-net-zero-form-us-with-love/

Function of Beauty. “Hair Quiz.” Function of Beauty, https://functionofbeauty.com/pages/hair-quiz

GetPro.” Products”. Get Pro,https://www.getpro.co.uk/products.html

Green Compostables.” Bamboo Products.” Green Compostables, https://www.greencompostables.com/blog/bamboo-products

Huel.”Huel Ad. Socioh Ads Library, https://socioh.com/ads-library/huel-ad-2

Huel.”Huel Breakfast Battles.” Huel, https://huel.com/pages/huel-breakfast-battles

Huel. Huel, https://uk.huel.com/

Huel.”Our Story”. Huel,https://uk.huel.com/pages/our-story

Huel. “Who Is Huel’s Target Market?” Huel, https://discuss.huel.com/t/who-is-huels-target-market/27

Kachava. Kachava, https://www.kachava.com/

LatestFuels. “Best Huel Alternatives: The Top Picks Reviewed.” LatestFuels, https://latestfuels.com/best-meal-replacement-shakes/huel-alternatives/

LyfeFuel.”Essentials Nutrition Shake.”” LyfeFuel, https://lyfefuel.com/products/essentials-nutrition-shake

LatestFuels. “Huel Complete Protein Review.” LatestFuels, https://latestfuels.com/reviews/huel-complete-protein-review/

Metals Warehouse. “Lifespan & Recyclability of Aluminum & Steel.” Metals Warehouse, https://www.metalswarehouse.co.uk/lifespan-recyclability-aluminium-steel/

Outernet global. “First Free Interactive Body Movement Installation Launches Outernet London.” Outernet Global,https://www.outernetglobal.com/news/first-free-interactive-body-movement-installation-launches-at-outernet-london#:~:text=Created%20by%20immersive%20experience%20studio,digital%20canvas%20in%20the%20world

“Shake Things Up.” Ads of the World. https://www.adsoftheworld.com/campaigns/shake-things-up-31b7b083-694f-4694-906b-2f0d25f12075

Smile Bottles. "How to Choose Safe glass Food Storage Containers." Smile Bottles, https://smilebottles.com/how-to-choose-safe-glass-food-storage-containers/

Soylent. “Soylent Banana Split Variety Pack.” Soylent, https://soylent.com/products/soylent-banana-split-variety-pack

Sustainable Jungle. “Is Silicone Biodegradable>” Sustainable Jungle, https://www.sustainablejungle.com/sustainable-living/is-silicone-biodegradable/#:~:text=In%20the%20silicone%20eco%2Dfriendly,into%20the%20environment%20over%20time

The Drum. “After investing in TV for the First Time, Huel Is Going Back to the Drawing Board.” The Drum, 5 June 2019, https://www.thedrum.com/news/2019/06/05/after-investing-tv-the-first-time-huel-going-back-the-drawing-board

Tenzing Natural Energy. Tenzing Natural Energy, https://tenzingnaturalenergy.com/

The Guardian. “Huel adverts banned in the UK claiming shakes could help cut food bills.” The Guardian, 15 Feb.2003, https://www.theguardian.com/business/2023/feb/15/huel-adverts-banned-in-uk-claiming-shakes-could-help-cut-food-bills

The Plant Base Mag. “Huel Launches New Vitamin Drink.” The Plant Base Mag, https://www.theplantbasemag.com/news/huel-launches-new-vitamin-drink/

YFood. “Taster Pack 1.” YFood, https://uk.yfood.eu/products/taster-pack-1

303 London. “Fueling Success: How Huel’s Innovative Marketing Strategies Captivated Health Enthusiasts.” 303 London Blog, https://303.london/blog/fueling-success-how-huels-innovative-marketing-strategies-captivated-health-enthusiasts/

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At first, I found animation quite difficult because I was new to After Effects. With the help of my tutors and their resources, I found the storyboard sketching easier to go about the animation storyboards. I sketched multiple storyboards and tried to implement them. However, I aimed to ensure that the visuals were aligned with Huel's main brand identity being Black and White, as well as adding sound effects to enhance the animation.The animation was created to maintain Huel's black and white focused theme while allowing viewers to project their own personal journey onto the narrative.

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I found that with After Effects it is a very tedious software e.g changing velocities and calculating each frame per second to ensure a polished animations. I found that learning these techniques enhanced the fluidity of my animation.

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The GIF was a work in progress to animate with multiple trial and errors. However, I was able to seperate and join the logo as I intended to on top of a dynamic background. In my last feedback session (Premier Class), I was told that the colours resemble the brand Pepsi, so I softened and changed the colours to suit my sub brand colour palette for Huel. Despite using After Effects for the first time, I found the outcome really nicely executed.

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After implementing the bouncing effect on the "Huel" wordmark, I included the ready to drink core brand products, in a quirky and fun manner to help engage the viewer. However, I found that the products appeared to be too flat within the animation and lacked the empowering impact. Nevertheless, this process allowed me to enhance my skills in utilising effects such as: bouncing, rotations and more

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My first attempt at using After Effects exceeded my expectations in terms of quality, but didnt quite achieve the level of simplicity I aimed for to align with Huel's brand personality.

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To create the path for the animation, I used the line tool with a proportional grid guide to help me draw the line accurately.

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These are the velocities, which increase the speed for pixels per second.

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I seleted the keyframe assitant to "ease in" and then increase the influence to 80% for both incoming and outcoming velocities, which allows the letter "U" to slow down and smoothly go back to it initial position.

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Unlock exclusive perks with the Huel Subscription! 🌟 Enjoy hassle-free deliveries, first dibs on new flavors, and member-only discounts. Plus, customize your orders to fit your schedule and preferences. Elevate your nutrition game with ease! Subscribe now and start enjoying the perks! 💼🥳 #Huel #SubscriptionPerks #NutritionMadeEasy"

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Introducing Grab, Sip, Go - the ultimate daily companion for those who refuse to compromise on style or hydration. Our bottles are more than just a sleek accessory; they're a testament to convenience and taste. From morning commutes to evening workouts, let Grab, Sip, Go be your trusted sidekick, ensuring you're always fueled and ready for whatever the day brings. 💧✨ #GrabSipGo #HydrationElevated #DailyCompanion"

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Huel Wordmark on Gradient Background for Pop Up Table

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Huel Wordmark on Gradient Background for Pop Up Table

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I found that having a more vibrant invitation card would attract students more to join Huel at their pop up event held at the University of Arts London.

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A 15% student discount post, would be a strategic decision for Huel to gain competitive advantage and appeal to more students willing to join the Huel subscription. The discount will also encourage a positive relationship with students to continue with the Huel subscription with 15% off after receiving a freshers box at the pop up event.

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Offering recyclable plastic stickers as promotional items can encourage students who collect them to be interested in attending the event and joining the Huel subscription service offered on our social media page, and the pop up event for sign ups.

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Name: Student Fuel

Slogan: "Enjoy hassle-free deliveries, first dibs on new flavors, and discounts"

Subscription: Reusable Box, Bottle and Sachets (6 Flavours) + 10 popular combinations + 15% Student Discount

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This is the final state of the logo in a different variation as stickers for my three touchpoints.

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These icons represent: no gluten(yellow), vegan (green) and lactose free (blue). In Huel's original packaging, I realised that the icons are not very visible. So, I redesigned the icons to appear more vibrant and associate them with colours.

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These are some variations in typeface for the sub brand logo, which will be part of the packaging design, social media campaign and pop up event.

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Garamond Italic matches best with Helvetica, as a timeless font with subtle curved. I also asked my peers which typefaceworks best with the HUEL (Helvetica) typeface, and majority chose the Garamond typeface.

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Brother - Imperial Collage Student, Busy Schedule, Studying most of the time, Dance, and Gym enthusiast

1) What are your initial impressions of Huel Packaging, do you think the design caters to your needs?

"My initial impression of the Huel packaging was positive. I like the minimal and practical design. Aesthetics and functionality is an important part to motivate me to maintain a healthy balance whilst trying to lose or gain weight."

2) Have you ever tried Huel, would you see yourself using Huel as a student with a hectic schedule?

"I have not tried Huel before, this was the first time. I like the banana more than the berry flavour, just a preference. I do see myself drinking Huel, because it a quick and easy way to satisfy me when I am hungry without having to eat fast food. "

3) What is one thing you would change about Huel?

"One thing I would change, would be to offer more flavour variety like customisable options, I would like to try banana and berry combined together."

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The size appeared to be too big compared to fit inside the freshers box.

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After my prints, I realised that I need to place a border around the manuals to cut down to the size properly. However, the colour and texts were printed better than I imagined very vibrant and clear.

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I really enjoyed the guest lectures, and found it relevant to our project to gain some inspiration for both the animation and branding aspect from professionals in the industry. As well, as possible internship opportunities.

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I found that the after effects workshop, was very helpful to get the basics about the tools, effects and variety of options. We did a workshop for a sports brand and animating the logo to move, flip, or appear on the screen.

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I developed the berry illustrations, because I felt that the illustrations were taking up too much space to the point where the text wasn't clear enough. So, I redrew the illustrations to appear smaller but with the same abstract style.

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The designs turned out to be very vibrant, but the typeface for "Chocolate" and "Vanilla" are not consistent with the Huel Brand. The berry illustrations are my favourite, but the Vanila and Chocolate dont convey the same visual effect as the Berry illustrations, which I need to work on.

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I had fun designing the labels, with multiple changes made in the design and layout to achieve a aesthetic and clear label for the bottle, whilst maintaining the consistency in the visual identity. I drew some abstract lines and designs on procreate to them insert onto indesign to add all the brand idenities.

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biodegradable

aesthetic appeal

not be suitable for every weather condition.

Deskera. “Potential of Biodegradable Wood for Sustainable Manufacturing.” Deskera Blog,https://www.deskera.com/blog/potential-of-biodegradable-wood-for-sustainable-manufacturing/

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reduced waste

versatility for packaging

Resource efficiency, low demand for new materials.

limited recycling depending on region (uk?) recycled plastic

European Commision. “Flexible Plastica.” Circular Economy Platform, December 2022, https://circulare

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These are some material considerations, so I looked into specific attributes, such as: Silicone offers flexibility, durability and lightweight propoerties, but its is not biodegradable. Even though each material brings unique qualities, but most importantly recyclability and sustainability. So I looked into more accessible options like: recyclable plastic and wood. Recyclable plastic offers a reduced waste, versatility for packaging construction. Wood is biodegradable and has an aestehtic appeal even though it might not be suitable for every weather condition.

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Name: Student Fuel

Slogan: "Shake to Wake" "Fuel your body with Huel"

Typefaces: "Helvetica" and "Garamond"

Colours: Black, Brown, two shades of pink, vanilla beige

Touchpoints:

Packaging Design

Label Design (bottle)

Stickers

Box Laser cut

Sachet Design + Labels

Invitation Letter

Manual (Flavours)

Social Media Campaign

Instagram

Pop Up Event

University of Arts London

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Since, the sub brand is focused on a refillable protein powder subscription. As a group activity, we all wrote down ideas for the subscription. Some ideas were: compact tablets, mini sachets for for daily intake, secure packaging. Benefits from the subscription like: bulk discounts, or discounts. Some materials considerations were recycled plastic to tin, aluminum, or biodegradable option. Regardless, the materials should be recyclable. We had some customisable options for the variety of flavours, and lastly fun ideas like: pop ups at the gym, university(depends on the target audience).

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These are some notes both written and visual, from our briefing in class, e.g areas to consider for the sub brand. I decided to have three touchpoints being: pop up event, social media campaign and product design packaging (freshers box).

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After premiering both my animation and GIF to the class. Even though it is work in progress, I received feedback from matt that the animation need to have a strong story line with some more dynamics in the background or subject. Where as for the GIF, the colours dont match the brand because it kinda looks like a Pepsi advertisement with the bright red and blue colours. The dynamics of the GIF was good, but need to have more focus on the logo.

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At first experimenting with the H4N Zoom recorder kit, I found it difficult at first, but after following tutorials and manuals given to us by our tutors. I found that it expanded my skill set to discover new sounds for my animation.

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I looked into some innovative packaging ideas my tutors suggested to get an idea of how to approach designing a sub brand for Huel.