Limit Seeker

Launch The Limit Seeker Fund, a £100k initiative designed to inspire people to push physical and mental boundaries. The campaign’s purpose was to reposition Huel from “functional nutrition” to a cultural driver of human potential connecting the brand with courage, discipline, and ambition. We partnered with Russ Cook aka Hardest Geezer as the main image for the campagin.

The concept began with a single question:
“What does it look like to chase your limits?”

The answer became a bold, minimal identity system with a logo that encapsulates community and flexibility a symbol designed to adapt across motion, print, and digital without losing clarity or intent.

8.4M impressions across channels
+63% engagement rate vs previous brand campaigns
Over 5,000 applicants for the £100k fund within two weeks
3.1× ROAS on paid media
+22% organic search lift for “Huel” during the campaign window

Established a new visual sub-brand under the Huel umbrella
Strengthened Huel’s emotional positioning around ambition and mindset
Generated authentic community engagement through UGC challenges and storytelling