Ready-to-drink Lite

Position Huel Lite as the lighter, leaner evolution of Huel’s ready-to-drink lineup targeting health-conscious consumers who wanted all the nutrition of Huel with fewer calories. The goal was to communicate “less calories, same performance” through modern, minimal CGI storytelling across paid and organic channels.

We focused on clarity, energy, and appetite appeal, expressing the idea of “lightness” through composition, movement, and color.
The product was visualised in a clean, floating environment with subtle gradients and dynamic liquid motion, conveying precision nutrition and effortless energy. Typography and pacing followed Huel’s system aesthetics: bold, direct, functional. Every frame was designed to feel nutritionally dense but visually light.

+41% higher CTR vs previous RTD campaigns
92% positive sentiment across social comments
2.3× return on ad spend (ROAS) within first 10 days
65% of conversions came from new customers
“Light” messaging variant outperformed “25g protein” variant by +37% engagement
Helped reposition Huel from “meal replacement” to “nutrition choice” in consumer perception studies

Led product visualisation and static asset development, defining lighting, materials, and composition to extend Huel’s 3D brand system across channels.