Huel Shaker redesign launches

Published on: 11th May 2021

We are delighted to announce that nutrition brand Huel have released their shaker redesign. DCA and Huel worked closely together to design and develop a sustainable and on-brand alternative to their current shaker.

Huel (Human + Fuel) is nutritionally complete food. This means every Huel meal contains a balance of all 26 essential vitamins and minerals, protein, essential fats, carbs, fibre and phytonutrients in a single product. Born from a need to tackle the busy modern life and the resulting consumption of less than healthy meals, Huel provides a nutritionally complete meal that does not generate lots of waste that has minimal environmental impact but is convenient and doesn't break the bank.

Huel’s first generation mixer was an off-the-shelf protein shaker, which many fitness brands and competitors used. This led to the market, and potential new customers, wrongly assuming Huel was aimed solely at individuals who wish to recover from exercise, failing to showcase the true benefits of Huel.

Consequently, Huel needed their new design to more accurately reflect the everyday, modern lifestyles that their customers actually lead. The shaker needed to be something that consumers would be proud to possess, embracing it closely in their daily lives. Huel’s existing branding was already visually provocative, with their instantly-recognisable logo in bold Helvetica font and it was evident that the new design should make the logo the focal point.

The new Huel shaker is the latest addition to the Huel product range. The black and white colour scheme was purposely chosen in order to be instantly-recognisable by its consumer base and in keeping with the brands aesthetic.

Sustainability has always been at the heart of Huel, and so its shaker’s material choice could be no exception. Huel offer their shaker free with the first order, and so a sense of quality was required to be communicated through its tactility, so that it is never mistaken for a disposable item. The approach taken was to design for longevity so that the shaker could withstand every day, consistent use. The white bottle base is made from Tritan, a copolymer which is both food safe and durable, meaning it can endure impact and will not stain when put into a dishwasher. The logo application was carefully considered so that it would not scratch off over time, retaining a fresh aesthetic and maintaining its visual brand language, an aspect in which the old transparent shaker failed.

The Huel shaker is one of three iF Design Awards won by DCA in 2021. More information about the Huel Shaker can be found on the iF Design Award Winners Section.

The Huel shaker is now available on the Huel product page.