Brand Expression by Derin Mitchell

WHAT IS HUEL?

dmitchell0420221_2 — 2023-10-07 15:38:21 UTC

Huel, a private company based in the UK but going global.

A plant based food brand with a range of nutritious meals, snacks and drinks for consumers looking for convenient , affordable, vegan and lactose free.

The brand launched in 2015 to change and improve the way people eat. The brand has a very versatile range of products with nutritious meal replacements. Their main target audience are people with limited time to have an alternative to unhealthy fast food. Huel has sold over 150 million meals in 2021.

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

Huel vs Competitors

dmitchell0420221_2 — 2023-10-07 15:41:01 UTC

The other competitors of Huel would be:

1. Soylent: a range of nutritious meal replacements.
2. Ka'chava: free of dairy, gluten, soy, and any artificial additives
3. YFood: meal replacement products
4. LyfeFuel: organic, and plant based

Soylent Brand

dmitchell0420221_2 — 2023-10-07 15:43:22 UTC

Dominant style with a loyal customer base in the industry for several years.

Soylent focuses on:

- delivering nutritionally rich, sustainable and affordable products.

Main product:

- soy protein isolate (soy bean derived plant based protein)

- 10grams of added sugar per serving

Huel focuses on :

- delivering plant based protein like: Pea Protein , which promotes muscle thickness gains during resistance training.

- Oats in their ingredient as carbs and fiber to help maintain fullness and control appetite.

- Brown rice, protein needs.

- flaxseed and sunflower powder as healthy fats

- 1 gram of added sugar

Ka'chava Brand

dmitchell0420221_2 — 2023-10-07 15:44:14 UTC

Emergent Style

Ka'chava is still gaining recognition in the market.

Ka'chava:
- superfoods, vegan, lactose free, soy

- minimal packaging

- earthy tones

- not distinctive

Lyfefuel

dmitchell0420221_2 — 2023-10-07 15:50:20 UTC

Emergent

Lyfefuel:
- 110 calories, less fats, 19g protein per serving

- "less is more" and lose weight

- Only two flavours: Vanilla and Chocolate

- 27 micronutrients

"Live your fullest everyday" (slogan)

Sustainable packaging:

- Regenerative agriculture, reduces cardon and improves water cycle.

- Responsible sourcing, family run supplier

- zero waste packaging

YFood

dmitchell0420221_2 — 2023-10-07 15:51:28 UTC

Dominant Style

YFOOD:
- More sugar

- YFood has fewer cards and fat

- sunflower and rapeseed oils

- distinctive packaging and recognisable

- different colours for flavours (easy to understand)

HUEL:
- 95% less sugar

- Huel has more protein per serving

- more omega 3 and 6 ratio

- 100% Zinc

- basic minimal packaging

"HUEL IS FOOD"

dmitchell0420221_2 — 2023-10-07 16:04:50 UTC

"Huel is Food" reflects the brands mission to emphasize the idea that all of their products will provide a complete balance food source for its customers.

Products Huel offers are:

1. Huel Powder

2. Huel Ready to Drink

3. Huel Bars

4. Huel Hot and Savory

5. Huel Granola

Flavours:

1. Vanilla

2. Chocolate

3. Berry

4. Coffee

5. Unflavoured & Unsweetened

6. Banana

7. Mint + Chocolate

8. Salted Caramel

Shaker Design

dmitchell0420221_2 — 2023-10-07 16:06:13 UTC

Professional Campaign " Shake Things Up" in 2021.
Avoids spills, detachable cup with integrated carrying loop, sleek design features B&W.

dmitchell0420221_2 — 2023-10-07 16:07:17 UTC

Another slogan Huel used was" "Eat Healthy Stay Wealthy", emphasising that eating healthy and balanced food created a higher quality of life. The ad provided insight into the different vegan ingredients used inside Huel products e.g 29g protein. Coconut, Peas and many more.

dmitchell0420221_2 — 2023-10-07 16:07:55 UTC

Huel made a comparison between its Ready to Drink Berry Flavour shake and Bagel with cream cheese with a medium cappuccino. The obvious reason was to show the nutritional comparison that the shake is much more nutritional.

The convenience of having a shake compared to a bagel and coffee, suggesting that the shake would be easier to consume for busy customers.

Functional Benefits

dmitchell0420221_2 — 2023-10-07 16:08:33 UTC

- Ensuring a complete nutritious product with proteins, carbohydrates, fats, fiber, vitamins and minerals.
- Convenience, easy to prepare and consume on the go
- Portion Control
- Weight Management
- Vegan and Allergen Friendly

Emotional Benefits

dmitchell0420221_2 — 2023-10-07 16:08:49 UTC

- Digestive Health; promoting the feeling of fullness
- Time saving and relaxation
- Stress reduction
- Control and safety over Nutrition
- Feeling of Belonging
- Satisfaction and Fullness; reducing emotional cravings

Strawberry and Cream Flavour Drink (Holland&Barret)

dmitchell0420221_2 — 2023-10-07 16:13:02 UTC

The drink is made with 26 essential vitamins and minerals, protein, fats, cards, fiber and more. The drink is made out of wholefood ingredients like oats, rice, peas, coconut and flaxseed. Vegan. Low sugar and 22grams of protein. The drink contains 400 calories with 35:20:42:3 ratio of carbs, protein, fat and fiber in each drink. It is also gluten free.

dmitchell0420221_2 — 2023-10-07 16:13:09 UTC

Huel makes transparency and authenticity a priority for their customers, as you can see the ingredients and nutrition list. This aspect will undoubtedly be a non- negotiable when it comes to designing for Huel. To help maintain that trust with the customers.

GET PRO Campaign - Canary Wharf

dmitchell0420221_2 — 2023-10-07 16:14:47 UTC

When I was walking back home, I came across a fitness drink campaign called "GET PRO" in strawberry flavour. The campaign caught my eye because of its bold red statements: "Full on protein. Full on taste".

Co op - Huel Placement

dmitchell0420221_2 — 2023-10-07 16:15:48 UTC

At my local Co op at Canary Wharf, the drinks are placed in the mid-upper shelf and sold for £3.85 each. The drink seems to be hidden to the eye unless searched for it specifically. The flavours include only chocolate and banana. Huel places their products in "Impulse Places" to continue maintaining their direct marketing approach.

Co op - Huel in Shelf

dmitchell0420221_2 — 2023-10-07 16:17:13 UTC

As you can see, Huel is placed in the middle of the shelf in the right corner. Compared to the other drinks, it has been placed with juices and "nutritious" drinks. However, Huel seems to be hidden and less obvious compared to the bright and lively drinks on the shelf.

Word Assosiation

dmitchell0420221_2 — 2023-10-07 16:20:02 UTC

Nutrition
Convenience
Sustainability
Meal Replacement
Transparency
Healthy living
Minimalist
Community
On the Go
Healthy Lifestyle
Balanced Nutrition
Huel Community
Hueligans

dmitchell0420221_2 — 2023-10-07 16:21:21 UTC

To make nutritionally complete, convenient, affordable food with minimal impact on animals and the environment.

Julian Hearn, June 2015

Brand Audit

dmitchell0420221_2 — 2023-10-07 16:21:47 UTC

Functional Purpose:
- Convenience with Healthy Nutritious Meals in different forms e.g ready to drink shakes, instant meals, bars etc.
- Meal replacement
- Nutritional Value

Emotional Purpose:
- Huel provides convenient nutritious alternative with minimal impact on animals and the environment.
- environmentally conscious for people wanting to make eco friendly food choices
- time savings provides emotional benefit for people with demanding schedules
- emotional motivation to lose weight/ maintenance.

Unique Quality:
- providing nutritionally balanced meal replacement products
- providing essential nutrients e.g carbohydrates, proteins, fats, fiber, vitamins and minerals.
- customisation in meals
- transparency

Core Principles:
- Nutritionally Complete
- Convenience
- Sustainability
- Ethically Responsible

Human Traits:
- Modern and Innovative: sleek packaging and marketing aesthetic
- Health and Wellness
- Practical: quick easy meals
- Sustainable: ingredients
- Trustworthy: detailed ingredient list
- Inclusive
- Community Oriented
- Educational

dmitchell0420221_2 — 2023-10-07 16:26:56 UTC

Huel is a brand with a D2C (direct to consumer) business model to control the distribution and production.

1. Health Conscious Consumers
2. Athletes
3. Vegans and Vegetarians
4. People with Dietary Restrictions
5. Travelers
6. Eco Friendly Consumers
7. Students
8. Seniors
9. Weight Management or Weight Loss Individuals
10. People with Dietary Restrictions

dmitchell0420221_2 — 2023-10-07 16:33:23 UTC

Website:

Black and White, High Impact Brand Identity

Fitness Focused e.g "Meal prep", "Losing weight", "carbs, protein, fibre".

Huel, focuses on selling the concept of being part of a community

Community:

" Hueligans", for people to self identify themselves.

User generated content - young adults.

Credibility:

Science about the details of the vitamins, minerals and macronutrients

Strengths

dmitchell0420221_2 — 2023-10-07 16:34:14 UTC

Nutritional
- 26 vitamins and minerals
- macronutrients

Plant based and Vegan
- Sustainable and Responsible e.g Zero Waste

Convenience
- meal replacement for busy individuals
- versatile products

Community
- Prioritises community
- Inclusive Brand e.g Children and Seniors

Weaknesses

dmitchell0420221_2 — 2023-10-07 16:34:30 UTC

Flavour:
- might not be suitable for everyone

Experience:
- meal replacement less enjoyable then whole food

more credibility with influencer advertising, each product
more distinctive brand packaging

Opportunities

dmitchell0420221_2 — 2023-10-07 16:35:02 UTC

Health:
- healthier options for new products
- more customisable products

Innovation
- new potential consumers
- new flavours

Expansion
- global market
- more influencer marketing

Threats

dmitchell0420221_2 — 2023-10-07 16:35:21 UTC

Competition:
- meal replacement market

Economy
- reduction in sales
- inflation

Get Pro

dmitchell0420221_2 — 2023-10-07 22:02:55 UTC

A high protein range supporting muscle maintenance and growth after workout meals/drinks. Accessible in different stores e.g Tesco, Sainsbury's, etc.

Branding:
Pink, Red, White and Black. Illustrations of flavour e.g Strawberry. Bold typeface and clear packaging.

New Meal Replacement Drinks

dmitchell0420221_2 — 2023-10-08 00:31:14 UTC

The advertisement is minimal but subtle use of colours and illustrations to provide flavour options to viewers e.g Berry and Vanilla. The background provides a clear contrast between the minimal packaging Huel and the colours.

Main Competitor

dmitchell0420221_2 — 2023-10-08 00:37:54 UTC

As Hearn said: "Our main competitor is the sandwich, toast and cereal". Their direct competitors would be inconvenient fast food or processed food. Huel wants to replace the fast food in the market to offer their customers a healthier option which is just as accessible as other fast food options.

Advertising Content

dmitchell0420221_2 — 2023-10-08 00:41:10 UTC

Hearn said: "All of its advertising is contributing to educating customers so that when they get into category, customers can make their own informed choice and we think we have got the superior formula, ingredients and packaging"

They have sold 2.7m meals in January 2019 and making 5.2m dollars in revenue. The best form of performance in the media was ecommerce + free delivery.

Elderly Lady

dmitchell0420221_2 — 2023-10-08 00:42:05 UTC

Name: Eleanor Anderson

Age: 35

Location: Hertfordshire, United Kingdom

Job: Yoga Instructor

Background:

Eleanor is a middle aged lady living in Hertfordshire. She is passionate about her daily walks and maintaining a healthy lifestyle. She has been using Huel for a few years to maintain her weight and fulfill a nutritionally balanced diet. Also the fact that she has been on the phone with Hearn as a regular customer.

About:

- Healthy conscious, daily walks and balanced diet

- Active lifestyle, she enjoys walks near the River Chess but the route lasts 4 to 5 hours about 17km, so she doesn't do all 17km but she tries too.

- Environmentally aware, she likes that Huel is environmentally responsible because she continues to recycle, and choose sustainable products.

- Since she lives alone, she doesn't like to take so much time to cook, she likes to find nutritious and well balanced options like Huels Bars and Shakes.

- Community, she is a active member of her local community centre and she encourages her friends to explore nutritious and quick alternatives to processed food.

- Wise, she likes to share her thoughts and experiences with her friends and Hearn as well.

Hobbies:
- Framer Market Shopping

- Pottery and Hand Crafts

- Reading Books

Favourite Brands she uses:
- Huel products
- Nike, workout clothes and shoes

- Yoga Equipment from Alo

- Healthy snacks, Kind Bars, Go Raw

- Technology, Apple Products

- Sustainable brands, Patagonia and TOMS

- Local Organic Products, local farmers market,

- Books, and magazine

Huel, has given her more energy and enjoyment to support her healthy life choices and wellbeing.I chose to do an elderly as one of my personas because Hearn mentioned that he was on the phone with a regular customer who ofter preferred Huel to the rigmarole of cooking. Hearn enjoys talking to Eleanor to understand her preferences a consumer.

IT Project Manager

dmitchell0420221_2 — 2023-10-08 00:42:29 UTC

Name: James Mitchell
Age: 34
Male
Occupation: IT Project Manager
Location: Manchester, UK

Background:
James, is a fitness enthusiast with poor timing due to his vigorous office hours as an IT Manager. He is committed to keep a healthy lifestyle. In his office hours, he doesn't really have time to eat due to his perfectionism to complete each task in a good manner.

About:
- Busy Work Life, 9am to 5pm working hours
- Nutrition Conscious, tries to add more daily macronutrients to his diet like Huel
- On the Go, he prefers to have the Huel Shake because it is convenient for him and his time.
- High protein, his fitness goal to gain more weight and muscle he likes the way Huel's products are versatile and easily accessible in stores.

Hobbies:
- Healthy cooking
- Fitness and Gym
- Reading and Technology

Favourite Brands:
- Fitness clothes, Gymshark and Nike
- Technology, Apple and Bose headphones
- Cooking, HelloFresh
- Huel Bars and Shakes

Student, Woman

dmitchell0420221_2 — 2023-10-08 00:42:53 UTC

Name: Stacey Davis
Age: 21
University of Bath, UK
Major: Environmental Science

Background:
A dedicated student in her final year of her degree in Environmental Sciences. She has a passion for sustainability in her life and makes eco friendly choices.

About:
- Intelligent, She spends most of her time researching, studying, attending lectures and participating in environmental project for Univeristy.
- She is the president of the Sustainability Society in the University of Bath, where her and her group try to make activities involving second hand clothes pop ups, clothes swap, eco friendly products and more.
- She is Vegan and Gluten Free, so she continues to look for vegan options, like Plant Kitchen.
- Budget Conscious, she looks for affordable options in her daily life.

Hobbies:
- Outdoor exploration
- Thrift Shopping
- Healthy Cooking
- Reading

Favourite Brands:
- Sustainable Fashion, Patagonia
- Plant Based foods, Oatly, local farmers market

Aim for the brand

dmitchell0420221_2 — 2023-10-08 00:45:35 UTC

"We really wanted to focus heavily on making customers happy. If we can make they happy, they will come back." said Hearn.

dmitchell0420221_2 — 2023-10-08 01:46:07 UTC

While every competitor has its own set of advantages and disadvantages, as Hearn pointed out, their primary rivals are sandwiches, toast, and cereal. Interestingly, other competitors targeting the same audience have found themselves in direct competition with one another.

Reflection

dmitchell0420221_2 — 2023-10-08 01:51:53 UTC

In conclusion, Huel seems to offer a nutritionally balanced and convenient meal replacement option. However, the shelf placement and limited flavour options are a challenge for Huel to obtain potential customers. My observation about Huel's placement next to other brand left Huel to appear dull compared to colourful beverage options. I found that interviewing both my dad and brother gave me some insight into the possible changes that can be made to Huel e.g customisable options, durability, etc.

Banned Campaign - Guardian

dmitchell0420221_2 — 2023-10-08 02:01:14 UTC

Huel claimed that the shakes could help cut food bills in the cost of living crisis to be less than £50 per month. However, the advertisements received complaints about it being misleading and irresponsible to recommend to potential customers.

The campaign stated:
"Five Ways to save money on food"
"Eating healthily doesnt need to break the bank"

In early 2023, this caused Huel to received some controversy against their misleading claims. Hearn also mentioned that Huel is not about replacing all of your food, instead replacing most inconvenient meals.

Reflection

dmitchell0420221_2 — 2023-10-08 02:24:46 UTC

Overall, Huel offers a range of products as a balanced food source to appeal to a broader audience. Supported by their marketing of a new shaker design to visually appeal to both men and women. Their Slogans are clear and emphasise their brand mission e.g "Huel is Food" and "Eat Healthy Stay Wealthy".

dmitchell0420221_2 — 2023-10-08 02:47:43 UTC

Huels target audience aligns with their brand mission to fulfil nutritionally balance products. Huel aims to make their products versatile for health and fitness individuals, vegans, busy individuals. Huel also maintains an ethical and sustainability responsible. Huel continues to innovate and expand their products with a new flavoured energy drink this summer.

Huel

dmitchell0420221_2 — 2023-10-08 14:45:03 UTC

- Informative
Ingredients list in each product

- Casual and Friendly
Making their approach for a wider range of audience.

- Sustainable and Ethical
Their clear values state that they are recyclable and have ethical choices.

- Empowering
Some of their slogans eg. "Dont be a Dick" is encouraging in a blunt manner.

- Bold and Honest
They are transparent with their ingredients, sourcing and production to provide a sense of honestly between the brand and their customers.

- Modern and Innovative
The brand continues to make new products like the new Vitamin drink.

Idea 1: Community

dmitchell0420221_2 — 2023-10-08 15:17:35 UTC

Huel calls their consumers Hueligans, so incorporating a sense of community with loyalty, and trust.

Slogans:
"Dont be a dick"
direct and humorous approach

other slogans:
"Nutritionally complete food"
"Complete food, complete fuel"
"Its food, but different"
"Food for the future"
"Simple, Nutritous, complete"
"Huel Fueling your journey"
"The future of food"
"Fuelled by Huel"
"RealfFood, Fewer Decisions"

Idea 2: Fuel and Strength

dmitchell0420221_2 — 2023-10-08 15:17:44 UTC

Impacting individuals wellbeing
bright natural colours e.g green and blue (growth and health)

Idea 3: Nature

dmitchell0420221_2 — 2023-10-08 15:17:55 UTC

natural elements
organic shapes
earthy colours
nature and science
healthy lifestyle

Exhibition in Soho, London

dmitchell0420221_2 — 2023-10-10 17:23:28 UTC

The Public tessellations in london was an immersive experience with bold patterns and colours. The exhibition was made by Rupert Newman (Light Artist) and Pixel Artworks. Tesselations are repeating patterns of shapes in 2D form.

The exhibitions purpose was to focus your mind in a cocoon of shapes and sounds to shift around you, like walking through a forest light that becomes into a digital world in a state of hypnotic harmony.

Music - Sound design, Sarah Warne

Creative Design - Rupert Newman

Delivery and Interactive - Pixel Artworks

Other patterns

dmitchell0420221_2 — 2023-10-10 17:23:51 UTC

Other Patterns

dmitchell0420221_2 — 2023-10-10 17:23:53 UTC

Tenzing Energy Drink Tube Station Campaign

dmitchell0420221_2 — 2023-10-10 17:24:54 UTC

Tenzing, an energy drink brand created a healthier version of energy drink with natural ingredients and sustainable packaging. For example: Green tea, Himalayan rock salt, low sugar.

The name is inspired by Mount Everest and emphasises the connection with nature. I found this brand when i was on the tube, and instantly compared it to Huel, because they just launched a new vitamin energy drink. The illustrations and colour palette was eye catching, and is clear that it is a natural energy drink with the mountain illustrations. The tone of voice, is casual and inviting and persuades people to purchase this natural energy drink.

dmitchell0420221_2 — 2023-10-10 21:27:07 UTC

The exhibition "Spaces in Between" can be used as inspiration for the branding of Huel. The visual aetshetics of different colour schemes and their combination to create moods, aesthetics and visual impact. For example, the combination of earth tones for Huel can help portray nutrition and wellbeing as well as sustainability.

The Geometric shapes can be incorporated in logo design like: traingles; for strength, stability, balance in nutrition.
squares and rectangles; for stability, reliability, and structure
circles and ovals; unity and inclusivity
hexagons; balance and harmony with all its nutritious elements
diamonds; dynamic lifestyle of customers
combining shapes.

Organic and Natural forms inspired by plant patterns or organic shapes can align with Huel's mission.

Brand Name "HUEL"

dmitchell0420221_2 — 2023-10-10 23:17:08 UTC

Human Fuel just shortened version.

Timeless Style

dmitchell0420221_2 — 2023-10-10 23:37:05 UTC

Huel is keen on maintaining a timeless style for all their products with sustainable materials to use/wear them everyday

Logo:
modern
clean
neat

Slogans - Tone of Voice

dmitchell0420221_2 — 2023-10-10 23:47:01 UTC

Creative and Playful Slogan examples:

- Get Real, Get Huel
- No Junk, Just Huel
- Hungry? Huel
- Nom Nom, Huel's Bomb
- Good Food, Good Mood
- Huel Yeah!

dmitchell0420221_2 — 2023-10-11 21:38:30 UTC

Ipad Sketches

dmitchell0420221_2 — 2023-10-11 22:54:59 UTC

Hand Sketches

dmitchell0420221_2 — 2023-10-11 23:00:46 UTC

Interview

dmitchell0420221_2 — 2023-10-12 11:34:16 UTC

Dad - Business owner, Marathon Runner, Gym enthusiast, Pilates, Tennis, Active Lifestyle.

1) What are your thoughts on the packaging of the product?

"I like the packaging overall. It's modern and easily portable which appeals to my active lifestyle, to go. However, if I could change something, I would make the design and flavour more prominent, because it is not very visible at first glance."

2) Can you share your opinion on the product's functionality?

"As a marathon running, regular gym routine and for other activities, durability is important to me. I like that Huel has a waterproof packaging for my outdoor tennis and running activities."

3) How does the product align with your fitness goals and lifestyles?

"Functionally, the product caters to my active lifestyle, but I would suggest a few minor adjustments like a better grip for sweaty hands during a workout could be considered."

Reflection

dmitchell0420221_2 — 2023-10-12 11:45:42 UTC

My moodboard for Huel's logo design was intentionally made to blend dynamic shapes, a vibrant colour palette, 3D forms, and a playful tone of voice. The experimentation in different forms like circles give some room for experimentation. The six bottles on the bottom left corner have a vibrant colour palette which can be considered further for Huel's rebranding. I found that making a moodboard was helpful to create a sense of direction and visual inspiration to get started on experimenting with ideas for my logo.

reflection - after logo feedback

dmitchell0420221_2 — 2023-10-12 11:45:54 UTC

I was given feedback to incorporate more sketches for the topics community, playfulness, and dynamics. Focus on a few sketches and develop them.Taking away that masculine aspect to make it appropriate to everyone regardless of gender.

Reflection

dmitchell0420221_2 — 2023-10-12 11:46:40 UTC

Considering three ideas to focus on for my logo to conduct different insights for each and see which best aligns with Huel's target audience as well as my personas.

Reflection

dmitchell0420221_2 — 2023-10-12 11:46:43 UTC

The tone of voice I decided to emphasise was the Casual and Friendly approach to relate to my personas and uplift Huel's brand. I will further consider the brand's messaging and visuals with my logo and moodboard to resonate with the tone of voice

Reflection

dmitchell0420221_2 — 2023-10-12 11:47:33 UTC

Huels strengths are obvious that it is a plant based, vegan and convenient brand which aligns with its target audience. The opportunities Huel could consider is more innovative products with new flavours and packaging. The threats, would be competition of other meal replacements and the economic crisis. The weaknesses would be the taste and emotional aspect of the products.

Reflection

dmitchell0420221_2 — 2023-10-12 11:47:52 UTC

Huel mission is to make customers happy and build a community, which should focus on essentials of customer satisfaction. Credibility is another valuable source Huel uses to provide detailed information about the ingredients in each product. Huel's brand identity focuses on customer satisfaction, community building and credibility as a evolving brand in the food and fitness industry.

Reflection

dmitchell0420221_2 — 2023-10-12 11:48:05 UTC

Huel has demonstrated convenience, affordability and remain ethical and sustainable at the same time. Since, the brand owner is passionate about the production and distribution of the products the brand stays in touch with its functional purposes. However, the emotional purpose lacks the taste sense because the drink is plant based, it might be an acquired taste for some individuals like myself. This unique quality of Huel still remains relevant by providing nutritionally balanced quality products.

Reflection

dmitchell0420221_2 — 2023-10-12 11:48:07 UTC

Huel's target market seems to be targeted for everyone to encourage each individual to aim to live a healthy and fulfilled lifestyle. The overall age ranges from 4 to adult age which is limitless, and all genders. Huel's products align with their target market by making their products versatile enough for everyone to use in an everyday setting.

Reflection

dmitchell0420221_2 — 2023-10-12 11:48:16 UTC

Functional vs Emotional are two different aspects when a brand is trying to obtain both. In this case, Huel has managed to obtain the functional aspect with nutrition, convenience and many more. However, the emotional aspect is yet to be developed even though the time saving, control, and relaxation part. Some areas to improve would be taste and satisfaction.

Reflection

dmitchell0420221_2 — 2023-10-12 11:48:39 UTC

Hearn said that their main competitors would be sandwich, toast and cereal because Huel is aiming to replace processed food. However, compared to other brand like: Soylent, YFood, Ka'chava and many more. Huel could focus on competing with the brand packaging styles to remain relevant, because it seems to be that products are mostly known for their brand style and image. From my observations, Huel doesn't seem to be a brand which is recognised compared to its competitors like YFood. I will consider designing a more prominent packaging style for Huel whilst remaining on brand.

Make your Mark Presnetation

dmitchell0420221_2 — 2023-10-17 11:24:54 UTC

Feedback

dmitchell0420221_2 — 2023-10-17 11:27:53 UTC

The crit session on Monday 16th October, was helpful to gain insight from different professional point of views. The main feedback I received was to try different ways to incorporate the logo with the wordmark and experiment with colours.

More Inspiration after feedback

dmitchell0420221_2 — 2023-10-17 11:28:00 UTC

On the way back home, I saw a poster of illustrations on a bottle which would be used as inspiration to rebrand the Huel Drink bottle.

Persona 1

dmitchell0420221_2 — 2023-10-17 11:49:54 UTC

Persona 2

dmitchell0420221_2 — 2023-10-17 11:49:56 UTC

Persona 3

dmitchell0420221_2 — 2023-10-17 11:50:00 UTC

Reflection

dmitchell0420221_2 — 2023-10-17 11:54:00 UTC

Even though Huel faced come controversy about their branding and advertising approach in the market. The founder, Hearn , confirmed that Huel is about replacing inconvenient processed food instead. Huel still continued to have effective marketing especially through e-commerce as they continue to be transparent and honest with their products.

Whereas, for this project I will make sure to emphasise the clear messaging of Huel and communicate into honest manner. In a branding aspect, rebranding the product so that it is clearly defines the product to customers and possible innovation for new products. I will consider this approach to visually refresh the logo, packaging to clearly provide the brand's attributes e.g sustainability, health and innovation.

Sonic branding

dmitchell0420221_2 — 2023-10-29 11:57:35 UTC

the use of sound as part of your brand identity e.g tones, songs, silence, etc.

Simple and Short
Distinctive and orginal
Clear emotional purpose
Memories that connect us to the brand. What makes Huel memorable?

These are some notes I took from class, when discussing the possibilities for sound. I am still experimenting with sound design for my animation.

Iconic Sound Examples

dmitchell0420221_2 — 2023-10-29 12:08:23 UTC

Locations for recordings

dmitchell0420221_2 — 2023-10-29 12:11:38 UTC

Dynamics into the animations

Tap
Whoosh
Bounce

Diegetic Sound

Dialogue
Conversations

Audience Personality

dmitchell0420221_2 — 2023-10-30 10:51:11 UTC

Who is it for?

Huel's Audience; mixed range of people wanting to live a healthy and convenient lifestyle (20 - 40 years old)
Tone of voice is Casual and Friendly aiming for a wider audience to encourage everyone to live a healthier lifestyle.

Personality in three words:

Motivated, meal replacement can be used for multiple purposes e.g weight maintenance, weight loss or weight gain.

Playful (new products and flavours)

Curious

Huel is designed for people living a busy lifestyle with limited time but still want to maintain a healthy and nutritious lifestyle with Huel.

Brand Purpose

dmitchell0420221_2 — 2023-10-30 10:57:51 UTC

How do I want Hueligans to feel?

Huel's Audience; mixed range of people wanting to live a healthy and convenient lifestyle (20 - 40 years old)
For Huel's sonic branding, I would aim to make them feel positive emotions e.g energised and empowered after a busy long day.
Efficient, Futuristic and Nourishing would be the first three words I would use to describe Huel for sonic branding.

What makes Huel memorable?

Huel maintains high quality range of products and affordable.

How do I want my audience to respond?

My purpose is to provoke to achieve an emotional reaction to motivate individuals. Also promoting...

Message

dmitchell0420221_2 — 2023-10-30 12:23:47 UTC

What do you want your audience to remember about your brand? USP - Unique Selling Point

Customisable, to appeal to everyone's unique dietary needs.

Convenient, quick and easy on the go for everyones busy lifestyle

Transparency,with the sourcing and production processes

therefore, building trust with customers.

Huel (Hueligans Journey)

dmitchell0420221_2 — 2023-10-30 12:49:08 UTC

Message:

The animation represents the path each customer of Huel will have can be different but with a common destination to Huel. The Hueligans Journey is dramatised with sound effects to symbolise the collective power of each individuals path of coming together with Huel. The path could be perceived as a variety of stories like: fitness, weightloss, or weight gain journey. Therefore, maintaining a simple animation relating back to Huel's Black and White focused theme allows viewers to perceive the animation based on their own personal journey whilst encouraging them to move forward consistently.

Huel mission is to make customers happy and build a community through customer satisfaction. Customers can make their own informed choice and we think we have got the superior formula, ingredients and packaging"

Purpose: Empower and Entertain

Genre: Cartoon

Audience: Hueligans

Onomatopoeia:

Whoosh
Bounce

Message examples

dmitchell0420221_2 — 2023-10-30 17:29:53 UTC

Huel has all essential vitamins and minerals for a nutritionally completed and balanced meal.

a perfectly balanced macro split for

Hueligans

kickstart your day with huel

Huel Eat Complete

Fueled by Huel

Story Board Manual

dmitchell0420221_2 — 2023-11-08 11:07:41 UTC

I found the storyboard manual useful to shape my animation design e.g utilising techniques like wide shot and close up shots to create focus on the subject. This helped guide me throughout the animation process and helped me remain consistent with my animation narrative.

Macro Split

dmitchell0420221_2 — 2023-11-08 19:54:59 UTC

Huel's Ready to drink is

35:

Huel Reuseable protein powder subscription

dmitchell0420221_2 — 2023-11-20 10:38:05 UTC

Consider:

recyclable and sustainable packaging
iconic design
refillable stations in gym
system? Gym can provide refillable powder, water or milk.
Innovation
Powder + Liquid +S hake + Strain = Protein Drink
Convenience, health conscious, environmentally conscious
Customise macro split on website
Tribe Brand

Deliverables:

Name for NPD
a campaign identity based on core brand
three touchpoints e.g packaging, poster, social media, book design, website.

Huel Current Protein Powder Packaging

dmitchell0420221_2 — 2023-11-20 10:41:25 UTC

Problem:

Can spill easily
Cannot be sealed completely
Not portable

Huel Current Shaker Design

dmitchell0420221_2 — 2023-11-20 10:46:12 UTC

Forgo Soap Inspiration

dmitchell0420221_2 — 2023-11-20 10:50:30 UTC

Mix it yourself soap in powder form.

Forgo Packaging Details

dmitchell0420221_2 — 2023-11-20 10:50:56 UTC

Bottle is seen as an investment to reduce carbon emissions.

Group Ideation

dmitchell0420221_2 — 2023-11-20 11:03:35 UTC

1) Mess free

2) Secure packaging non spilling

3) Subscription rewards program e.g discounts, exclusive products, seasonal products, holiday edition

4) Smart Dispensing technology - accurate measurements

5) customisable labels - easy to identify

6) Smart sensors in refillable stations or automatic reordering

7) multi compartment containers

8) Mix and customise your flavours

9)Mix and customise your macro split, free consultation + recommended macro split

Animation

dmitchell0420221_2 — 2023-11-27 10:51:12 UTC

GIF

dmitchell0420221_2 — 2023-11-27 10:51:22 UTC

Sustainability in Design

dmitchell0420221_2 — 2023-11-27 11:03:07 UTC

Brief: Refillable Protein Powder Subscription

Main Idea

Compact protein Tablets in mini sachets for daily intake.
a. chocolate bar like - compact packaging in box form, refillable and reusable

b. condom packaging like sachets, biodegradable or recycleable packaging

c. Butter like compact can be pushed out or cuttable

d. Different colours to represent different flavours of Huel.

Subscription

Why should they subscribe to Huel?
Buy in bulk for discounted prices and perks.
Perks: first month half price
Loyal Customers who are willing to subscribe and try new sustainable ways.

Materials

Huel uses 51% recycled plastic so other options would be:
Tin, Aluminium, Glass,
Biodegradable options
Silicone pouches, holds smell
Local Plants in the UK easier distribution

Multifunctional and Measurable

Customisable flavours
Customisable Macro Split
customisable and personalised subscription
ordered in a bulk
Connect it to something fun, like horoscope.

Fun Ideas

University, Office and Gym Pop Up (Bring your bottle/sachet)
Unidays and Studentbeans Collaboration
More Accessible in stores
When is it best to get your saches
Smart Tech Consultation for balanced nutritional needs.
Personal Trainer or Nutritious Consultation in subscription
Graze subscription as an example

dmitchell0420221_2 — 2023-12-02 23:32:57 UTC

dmitchell0420221_2 — 2023-12-03 16:13:46 UTC

Silicone

dmitchell0420221_2 — 2023-12-03 16:35:14 UTC

Flexible, durable and lightweight

resealable

ecofriendly

not biodegradable

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

Metal (Steel and Aluminum)

dmitchell0420221_2 — 2023-12-03 16:35:27 UTC

Reuseable

Light

Moisture resistance

easily recyclable

resistant to damage

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

Bamboo

dmitchell0420221_2 — 2023-12-03 16:35:59 UTC

Lightweight and Ecofriendly

Biodegradable and compostable

reuseable

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

Glass

dmitchell0420221_2 — 2023-12-03 16:37:49 UTC

Environmentally Friendly

Reuseable

Airtight seals - freshness

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

Visual Moodboard

dmitchell0420221_2 — 2023-12-03 16:38:42 UTC

Feedback

dmitchell0420221_2 — 2023-12-04 13:29:29 UTC

Sachets - think about materials compostible

Logo - think about how it works with the wordmark e.g Naturenourish by Huel or Huel Refuel.

examples insporation

sophie home core brand and kids section. same photography, but different typeface in the subrand
experimental perfume club packaging
do a questioner on which flavours people will want to use or mix? ask students
will the packaging have a bottle with sachets that are compostable, spoon, manual like an influencer packaging. make sure it is not too much for students the interior of the packaging.
Sub brand - change font italic, little illustrations, are some options.
Put the core brand and sub brand on two different parts and combine, which areas will stay the same, which areas are flexible.
will the core brand be more pastel colours, or black and white. So, the sub brand is a pop of colour for students freshers packaging (sub brand touchpoints)
make sure there is not too many materials, think about sustainability and less. materials for the packaging.

dmitchell0420221_2 — 2023-12-19 22:17:16 UTC

I developed the logo, to have a more variety of colours, being the main three flavours: Chocolate, Berry and Vanilla + Black and White.

Label Sub Brand

dmitchell0420221_2 — 2024-01-22 05:42:13 UTC

Initial Designs

dmitchell0420221_2 — 2024-01-22 05:42:22 UTC

Illustrative Designs for Label Design

dmitchell0420221_2 — 2024-01-22 05:42:48 UTC

For the Berry Flavor, I designed lines to create a strawberry shape with pink tones, enhancing the visibility of the flavor compared to the original packaging.

Berry and Vanilla Labels

dmitchell0420221_2 — 2024-01-22 05:43:50 UTC

Chocolate Label

dmitchell0420221_2 — 2024-01-22 05:43:55 UTC

Chocolate Flavour

dmitchell0420221_2 — 2024-01-22 05:44:12 UTC

To maintain consistency, I incorporated the pink tones from the berry flavor into the brown tones to represent a chocolate flavor for Huel's packaging.

Vanilla Flavour

dmitchell0420221_2 — 2024-01-22 05:44:16 UTC

I used a brighter tone of pink with a beige vanilla tone to create vanilla like abstract illustration for the packaging design.

Adobe Illustrator Flip Box Design

dmitchell0420221_2 — 2024-01-22 05:44:32 UTC

After following several tutorials, I designed a flip box for my freshers box. Subsequently, I incorporated four rectangles because I needed to insert a divider within the interior.

dmitchell0420221_2 — 2024-01-22 05:45:56 UTC

Assembly of Box - 3D Workshop

dmitchell0420221_2 — 2024-01-22 05:45:59 UTC

I felt that I needed to colour the box, but I believe that it looked more organic keeping it in its natural state, considering that it was laser cut from reused wood at the 3D Workshop.

dmitchell0420221_2 — 2024-01-22 05:46:02 UTC

Sanding Machine

dmitchell0420221_2 — 2024-01-22 05:46:04 UTC

I used this machine with the supervision of one of the staff, to sand down the cut wood, to save time and be done more professionally.

Berry Nutrition Label

dmitchell0420221_2 — 2024-01-22 05:46:41 UTC

Some other test design

dmitchell0420221_2 — 2024-01-22 05:48:29 UTC

dmitchell0420221_2 — 2024-01-22 05:48:33 UTC

dmitchell0420221_2 — 2024-01-22 05:48:38 UTC

Layout Ideas for Packaging Bottle

dmitchell0420221_2 — 2024-01-22 13:02:39 UTC

Other ideas for Packaging

dmitchell0420221_2 — 2024-01-22 13:02:43 UTC

Other ideas I sketched were: test tubes in a flip box, with a slogan in the interior of the box. The box will include a protein scoop, manual and test tubes for the protein powder. I am still looking into more ideas, but these are just initial ideas.

Freshers Box Packaging

dmitchell0420221_2 — 2024-01-22 13:02:44 UTC

After our group discussion and visual inspiration, I sketched out some ideas on to my sketchbook e.g coffee pod design, test tubes, etc.

Some key words:

authentic

measurable

accessible

affordable

Vanilla Nutrition Label

dmitchell0420221_2 — 2024-01-22 13:03:55 UTC

Chocolate Nutrition Label

dmitchell0420221_2 — 2024-01-22 13:03:55 UTC

Mint Chocolate Nutrition Label

dmitchell0420221_2 — 2024-01-22 13:03:58 UTC

Paper Selection

dmitchell0420221_2 — 2024-01-24 17:21:06 UTC

Xerox Digital Press Print

dmitchell0420221_2 — 2024-01-24 17:21:24 UTC

Berry Flavour Manual

dmitchell0420221_2 — 2024-01-24 17:22:53 UTC

Vanilla Flavour Manual

dmitchell0420221_2 — 2024-01-24 17:22:56 UTC

Banana Flavour Manual

dmitchell0420221_2 — 2024-01-24 17:22:59 UTC

Salted Caramel Flavour Manual

dmitchell0420221_2 — 2024-01-24 17:23:03 UTC

Mint Chocolate Flavour Manual

dmitchell0420221_2 — 2024-01-24 17:23:07 UTC

Chocolate Flavour Manual

dmitchell0420221_2 — 2024-01-24 17:23:17 UTC

24/01 Feedback with Sandra

dmitchell0420221_2 — 2024-01-24 17:34:31 UTC

In my feedback session with Sandra, she suggested to look into different typefaces to make it on brand with Huel. The initial typeface, I used was "Cherry Bomb One Regular", a round and modern but it appeared to be too childish for Huel.

Sandra recommended to look into wesbites like: https://a2-type.co.uk/ and https://commercialtype.com/ to gain insight into unique typefaces.

So, I looked at alternative on adobe fonts because it is more accessible and affordable compared to a2 type and commericaltype. I found the websites interesting and gave me a wider perspective to my sub brand typefaces.

Labels for sachet

dmitchell0420221_2 — 2024-01-24 17:37:30 UTC

I printed onto sticker paper to easily attach onto the black sachets. The print was successfuly, vibrant and textured exactly the expected outcome.

dmitchell0420221_2 — 2024-01-24 17:39:43 UTC

The print for the bottle was also vibrant and clear. I had some concerns that the ingredients and nutritional information would be too small to read, but it turned out to be better than I expected.

Manual Print

dmitchell0420221_2 — 2024-01-24 17:41:19 UTC

The manuals were printed on 300gsm which I felt it was too thin and didnt have texture, but the colours were vibrant. For my final prints, I will print onto 350 -400gsm paper. I also need to add a border around the manuals, because it is unclear to see where to cut the paper.

Manual and Subscribe Card

dmitchell0420221_2 — 2024-01-24 17:42:57 UTC

The subscribe card needs to be double sided with more information, but since this was just a test print, the text is clear and the logo. The card also needs to be printed onto textured and a higher gsm.

First Subscribe Card

dmitchell0420221_2 — 2024-01-24 17:47:13 UTC

For my initial design, I wanted to keep the playful and vibrant identity, by deconstructing my logo to create organic shapes. However, after talking to my peers the designed seemed too childish and not on brand with Huel.

Developing Designs

dmitchell0420221_2 — 2024-01-24 17:47:16 UTC

I tried to design a simple card, trying with both black and white to keep the core Huel brand identity intact. However, I felt that it was too simple and the typeface were not on brand e.g I used Acumin Variable Concept Condensed italic for the text "15% student discount". The other typefaces are Helvetica Bold, to remain constant with Huel core brand identity.

Reflection

dmitchell0420221_2 — 2024-01-24 17:55:49 UTC

Following discussions with my tutors and peers, I realised that the typefaces did not align with the brand and the font size was excessively large for a manual. Additionally, the colours did not match the sachet labels, highlighting the importance of maintaining consistency in the visual identity for Huel.

dmitchell0420221_2 — 2024-01-24 18:07:52 UTC

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

Zoom Recorder Experimentation

dmitchell0420221_2 — 2024-01-24 18:12:14 UTC

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.

dmitchell0420221_2 — 2024-01-24 18:16:42 UTC

dmitchell0420221_2 — 2024-01-24 18:16:54 UTC

dmitchell0420221_2 — 2024-01-24 18:16:59 UTC

Mat Voyce Lecture

dmitchell0420221_2 — 2024-01-24 18:17:04 UTC

dmitchell0420221_2 — 2024-01-24 18:17:06 UTC

dmitchell0420221_2 — 2024-01-24 18:17:15 UTC

Red Dot Studio Lecture

dmitchell0420221_2 — 2024-01-24 18:18:04 UTC

dmitchell0420221_2 — 2024-01-24 18:18:07 UTC

Feedback

dmitchell0420221_2 — 2024-01-24 18:24:37 UTC

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.

dmitchell0420221_2 — 2024-01-24 18:25:42 UTC

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).

dmitchell0420221_2 — 2024-01-24 18:30:56 UTC

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).

dmitchell0420221_2 — 2024-01-24 18:33:49 UTC

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

Reflection

dmitchell0420221_2 — 2024-01-24 18:35:12 UTC

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.

Recyclable Plastic

dmitchell0420221_2 — 2024-01-24 18:53:55 UTC

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

Wood

dmitchell0420221_2 — 2024-01-24 18:54:02 UTC

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/

Reflection

dmitchell0420221_2 — 2024-01-24 19:00:43 UTC

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.

Bottle Label (Product Design)

dmitchell0420221_2 — 2024-01-24 19:01:34 UTC

Bottle Label (Mockup Size)

dmitchell0420221_2 — 2024-01-24 19:01:42 UTC

Bottle Mockup 1

dmitchell0420221_2 — 2024-01-24 19:01:48 UTC

Reflection

dmitchell0420221_2 — 2024-01-24 19:07:05 UTC

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.

Reflection

dmitchell0420221_2 — 2024-01-24 19:08:12 UTC

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.

Reflection

dmitchell0420221_2 — 2024-01-24 19:09:53 UTC

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.

Reflection

dmitchell0420221_2 — 2024-01-24 19:12:04 UTC

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.

Reflection

dmitchell0420221_2 — 2024-01-24 19:13:26 UTC

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.

300gsm printed

dmitchell0420221_2 — 2024-01-24 19:14:20 UTC

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

Interview 2

dmitchell0420221_2 — 2024-01-25 15:34:45 UTC

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."

Alternative Typefaces

dmitchell0420221_2 — 2024-01-25 18:06:33 UTC

dmitchell0420221_2 — 2024-01-25 18:06:36 UTC

Reflection

dmitchell0420221_2 — 2024-01-25 18:13:15 UTC

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.

dmitchell0420221_2 — 2024-01-25 19:20:31 UTC

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.

Nutrition Elements

dmitchell0420221_2 — 2024-01-25 19:23:09 UTC

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.

Final logo variation

dmitchell0420221_2 — 2024-01-25 19:36:15 UTC

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

Core and Sub Brand

dmitchell0420221_2 — 2024-01-25 19:53:38 UTC

Miro Collaboration Workshop

dmitchell0420221_2 — 2024-01-27 00:15:32 UTC

dmitchell0420221_2 — 2024-01-27 00:15:38 UTC

dmitchell0420221_2 — 2024-01-27 00:15:42 UTC

dmitchell0420221_2 — 2024-01-27 00:15:45 UTC

dmitchell0420221_2 — 2024-01-27 00:15:47 UTC

dmitchell0420221_2 — 2024-01-27 00:15:50 UTC

Other Variations of Logo

dmitchell0420221_2 — 2024-01-27 01:41:01 UTC

Campaign

dmitchell0420221_2 — 2024-01-27 23:50:04 UTC

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

Social Media Feed

dmitchell0420221_2 — 2024-01-27 23:50:13 UTC

Example Post

dmitchell0420221_2 — 2024-01-28 00:02:32 UTC

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.

dmitchell0420221_2 — 2024-01-28 00:02:41 UTC

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.

Bottle Mockup 2

dmitchell0420221_2 — 2024-01-28 00:03:43 UTC

Changed to Invitation Card

dmitchell0420221_2 — 2024-01-28 03:47:23 UTC

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.

Banner Variation 1

dmitchell0420221_2 — 2024-01-28 13:58:54 UTC

Banner Variation 2

dmitchell0420221_2 — 2024-01-28 13:58:58 UTC

Final Pop Up Event Outcome

dmitchell0420221_2 — 2024-01-28 13:59:09 UTC

dmitchell0420221_2 — 2024-01-28 13:59:15 UTC

Huel Wordmark on Gradient Background for Pop Up Table

dmitchell0420221_2 — 2024-01-28 13:59:18 UTC

Bottle Label 1

dmitchell0420221_2 — 2024-01-28 14:45:41 UTC

dmitchell0420221_2 — 2024-01-28 14:45:44 UTC

dmitchell0420221_2 — 2024-01-28 14:45:46 UTC

dmitchell0420221_2 — 2024-01-28 16:42:57 UTC

dmitchell0420221_2 — 2024-01-28 16:43:00 UTC

dmitchell0420221_2 — 2024-01-28 16:43:04 UTC

dmitchell0420221_2 — 2024-01-28 16:43:14 UTC

dmitchell0420221_2 — 2024-01-28 16:43:29 UTC

Persona 1

dmitchell0420221_2 — 2024-01-28 17:03:13 UTC

Persona 2

dmitchell0420221_2 — 2024-01-28 17:03:15 UTC

Grab, Sip and Go (Campaign)

dmitchell0420221_2 — 2024-01-28 17:05:57 UTC

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"

Copywriting

dmitchell0420221_2 — 2024-01-28 17:07:59 UTC

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"

dmitchell0420221_2 — 2024-01-30 14:16:18 UTC

dmitchell0420221_2 — 2024-01-30 14:16:57 UTC

dmitchell0420221_2 — 2024-01-31 11:55:06 UTC

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.

dmitchell0420221_2 — 2024-01-31 11:55:12 UTC

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

dmitchell0420221_2 — 2024-01-31 11:55:23 UTC

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

Test 1

dmitchell0420221_2 — 2024-01-31 20:48:20 UTC

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.

Test 2

dmitchell0420221_2 — 2024-01-31 20:59:46 UTC

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

Reflection

dmitchell0420221_2 — 2024-01-31 21:14:27 UTC

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.

Reflection

dmitchell0420221_2 — 2024-01-31 21:19:04 UTC

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.

Core Brand

dmitchell0420221_2 — 2024-01-31 21:50:51 UTC

Sketches and Notes for Animations

dmitchell0420221_2 — 2024-01-31 21:52:40 UTC

Sketches of GIF StoryBoard

dmitchell0420221_2 — 2024-01-31 21:52:44 UTC

Sketches of Animation Storyboard

dmitchell0420221_2 — 2024-01-31 21:52:48 UTC

Reflection

dmitchell0420221_2 — 2024-01-31 21:55:10 UTC

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.

Manual + Box Design + Bottle Label

dmitchell0420221_2 — 2024-01-31 23:12:06 UTC

Manual Sketches

dmitchell0420221_2 — 2024-01-31 23:14:45 UTC

Sachet Sketches

dmitchell0420221_2 — 2024-01-31 23:15:18 UTC

Sub Brand Social Media Ideas

dmitchell0420221_2 — 2024-01-31 23:15:43 UTC

Sun Brand Social Media 2

dmitchell0420221_2 — 2024-01-31 23:15:53 UTC

Pop Up Design

dmitchell0420221_2 — 2024-01-31 23:16:05 UTC

Core Brand RTD Label Design

dmitchell0420221_2 — 2024-01-31 23:16:32 UTC

dmitchell0420221_2 — 2024-01-31 23:59:13 UTC

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

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/

Canon Camera F16 aperture

dmitchell0420221_2 — 2024-02-01 00:25:14 UTC

3D Table Top Photography Studio

dmitchell0420221_2 — 2024-02-01 00:25:16 UTC

Engraving Text

dmitchell0420221_2 — 2024-02-01 00:25:47 UTC

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

Reflection

dmitchell0420221_2 — 2024-02-01 00:29:17 UTC

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.

dmitchell0420221_2 — 2024-02-01 00:32:45 UTC

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.

dmitchell0420221_2 — 2024-02-01 00:53:47 UTC

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.

dmitchell0420221_2 — 2024-02-01 00:57:56 UTC

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.

Reflection

dmitchell0420221_2 — 2024-02-01 01:02:45 UTC

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.

Reflection

dmitchell0420221_2 — 2024-02-01 01:06:59 UTC

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.

dmitchell0420221_2 — 2024-02-01 01:09:16 UTC

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.

Print Finishing - Cutting

dmitchell0420221_2 — 2024-02-01 01:27:25 UTC

dmitchell0420221_2 — 2024-02-01 06:24:15 UTC

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