Huel featured on AIGA

AIGA Eye on design

Such an honor to see my identity design for Huel featured on AIGA's design blog Eye on Design. Below is an extract about my work from the article.

Huel (Human + Fuel) founder Julian Hearn says, “We wanted a modern but timeless identity system that needed to represent the brand’s ethos to help simplify life. We felt that too often food packaging is overly colorful and busy, so instead of shouting louder we took the opposite approach, less is more.” The Huel team worked with designer Salih Kucukaga to develop their packaging, who’s visual references ranged from “Epcot logos, to religious iconography in Pisa, to the Latvian god of the harvest Jumis. But eventually they were whittled down to the Swiss style, and a few specific brands such Rapha and Blue Bottle Coffee.”

I asked Hearn why he thinks capital-M Minimalist Modern has become the go-to aesthetic for Complete Food systems. He says it’s all about getting back to basics. “As a population we have made food so delicious that we crave it, get addicted to it, and over consume it. The fact that Complete Food goes against the norm in terms of focusing on the primary purpose of food, e.g. nutrition rather than exclusively taste, has attracted similar founders. I believe the common goal is to strip away the unnecessary additives, flavors, packaging, and preparation. The result is the minimalist aesthetic you see in many of the brands in this space.”

Read the whole article on AIGA.org