The Sound Of Huel
Sonic Branding
Client: Huel
2022We worked directly with Huel to develop a bespoke sonic identity that reflects their mission of providing nutritionally complete food. The sound needed to feel purposeful, modern, and rooted in daily rituals – aligning with the brand’s "Human Fuel" ethos across content, campaigns, and product touchpoints.
How We Made It
We blended organic sounds – whispers, breath, product textures – with processed electronics, percussion, and a pulsing motif. The result is a brand sound that feels energised and intentional, echoing the experience of preparing and consuming Huel. Familiar, functional, and full of fuel.
The team at Molecular are the top of their game. Their workshopping approach to building a sonic identity didn't just build an award winning sonic brand for Huel - it helped us dive deeper into our brand positioning and audience. The sonic guidelines are one of the best branding investments we've made since our logo - we send it off to various partners and creatives on a daily basis. And last but certainly not least, our sonic logo continues to be imitated around the office with glowing feedback - a positive sign it's really here to stay for the long haul.
