Huel Teams Up with Molecular Sound to Launch Sonic Branding

Food industry leaders Huel teamed up with award winning music and sound design studio Molecular Sound to create their new sonic brand identity. Plant-based Huel are market leaders in creating nutritionally complete, affordable meals and shakes. The collaboration between Huel and Molecular Sound will be launched across their global brand. 

Molecular Sound invited Perspective Pictures to document the process of creating a holistic sonic identity from start to finish. The resulting documentary gives a behind-the-scene glance at what goes into creating not only a sonic brand, but a holistic sound world. 

Producer Rita Horta gave an insight into how the team began the creative process, "Our studio was tasked with creating the sound of Huel, working alongside the Huel team to bring the brand's values to life through music and sound. The brief was simple yet challenging: What should Huel sound like? The resulting sonic identity went beyond just a sonic logo, encompassing a complete sonic landscape that included three brand tracks, The campaign and resulting sound world was the result of extensive research on Huel's brand values, competitors, and how their customers interacted with their products."

Lead composer Dave Connolly explained the importance sound plays in a cohesive band identity, an area that is often overlooked by brands, "More and more brands are looking at how sound plays a vital role in shaping how customers see them. Like having a strong visual identity, it’s more important than ever to have a consistent sound that runs across your various brands touchpoints"

"The result was a holistic and flexible sonic identity that fully matches Huel’s brand values. It is a perfect complement to the nutritionally complete food that Huel provides, adding a new dimension to the brand that engages all the senses. The Huel sonic identity truly embodies Huel's mission of making it easier to be a better human by providing nutritionally complete, convenient, and affordable meals to their customers, with minimal impact on animals and the environment."