Huel: Noodles Launch

AGENCY: HUEL

I was invited to support and inspire Huel’s internal creative team with the design direction of the launch of their new instant hot noodles. A different route was selected in the end but on this page you can find a slice of what I created during my time there. Please note - all copy used is placeholder.

I wanted to explore how far I could push Huel’s monochrome palette and Helvetica typeface by using line, pattern and shape. Due to the minimalist-style packaging, I noticed that as a consumer it was difficult to differentiate between the different flavours. The team were also keen to explore new ways of presenting each pot’s nutritional information.

Whilst focusing on 3 key flavours, I used Huel’s noodle photography to create 3 distinct patterns. The patterns could be used across multiple touch points to elevate the characteristics of each flavour. I also experimented with the form of the single noodle through illustration and how this could be implemented as a tool to highlight nutritional information across all flavours.