Branding
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Packaging
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Motion
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Branding • Packaging • Motion •
Huel
Creative Direction - Jonas Carvell
Motion - Jonas Carvell
Graphic Design - Jonas Carvell
Brief
The challenge was to conceptualise a launch for a hypothetical new product line: Huel Daily A-Z Vitamin chewing gum. The objective was to design a packaging system and a motion-led launch campaign that simplified complex nutritional information while strictly adhering to Huel’s iconic, minimalist brand architecture.
Response
I developed a visual system based on the "building blocks" of health to cut through the clinical noise of the supplement market. This featured 3D motion graphics of stacking alphabet letters to instantly communicate the "A-Z" content. For the packaging, I introduced fluid, shifting gradients to represent vitality and absorption—a deliberate departure from the standard white to signal a fresh, accessible daily habit.
Packaging
Result
The final output was a high-fidelity brand extension that demonstrated how Huel could successfully expand into new categories. The project resulted in a cohesive suite of packaging and motion assets that perfectly blended functional clarity with modern aesthetic appeal, proving the concept's viability as a potential real-world product.
Motion Graphics
Promo video
Social Posts
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