Warwick, UK
Anna Jaanus, Jesse Horne, and Chris Small from DCA Design International create the new Huel Shaker, the latest addition to the Huel product range, designed specifically for those who are on the go but still wish to eat nutritionally complete food.
The design of the Huel Shaker recently won a 2021 Good Design Award from The Chicago Athenaeum: Museum of Architecture and Design and The European Centre for Architecture Art Design and Urban Studies.
Huel’s first-generation mixer was an off-the-shelf protein shaker, which many fitness brands used. This led to the market, and potential new customers, wrongly assuming Huel was aimed solely at individuals who wish to recover from exercise.
The new shaker design was designed to be visually more inclusive of their customer base, which is those who lead busy modern lifestyles.
Huel wanted their new shaker to have an instantly recognizable silhouette that was as iconic as their branding.
The shaker has an easy pour, off-center spout with a lanyard, which enables the shaker to be used on the go. The 500ml fill line and the mesh inside the shaker are carefully positioned to ensure a smooth, homogenous drink every time.
The shaker needed to be something that consumers would be proud to possess, embracing it closely in their daily lives.
Since Huel’s existing branding was already visually provocative with their bold Helvetica logo, it was evident that the new design should make the logo the focal point.
The black and white color scheme was also purposely chosen to be in keeping with the brand’s visual language.
Sustainability has always been at the heart of Huel –their perfectly balanced meals ensure that there is minimal food waste, and so its shaker’s material choice could be no exception.
Huel offers their shaker free with the first order, and thus 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 everyday, consistent use.
The white bottle base is made from Tritan, a copolymer that is both foods safe and durable, meaning it can endure impact and will not stain when put into a dishwasher.
The logo application method 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.
Project: Huel Shaker
Designers: Anna Jaanus, Jesse Horne, and Chris Small of DCA Design International
Manufacturer: Huel Ltd.
