Email Design Concept | Huel
Carlos Iglesias
Project Overview
Huel is a global DTC nutrition brand built around complete, plant-based meals.
As a concept project, I designed a full email for their customer base, exploring how a brand like Huel communicates nutritional value, social proof, and conversion within a single scroll.
The goal was simple: design an email that feels native to Huel, not like a generic template applied to their logo.
Note: This is a concept project, not commissioned by Huel.
All brand assets are used for portfolio purposes only.
My Role
Designed a complete email concept from scratch, including layout, copy direction, and visual hierarchy, using Huel's real brand identity as the foundation.
Researched Huel's visual language, tone of voice, and existing campaigns before opening Figma.
Defined a repeatable 4-section email structure adaptable across DTC brands.
Made deliberate decisions on imagery, typography, and CTA placement based on conversion logic, not just aesthetics.
Key Design Considerations
Brand fidelity over creativity: Huel's identity is clean, white, and product-led. Every design decision, from the rounded CTAs to the product photography, was made to match how Huel already communicates, not how I wanted it to look.
Conversion-driven hierarchy: The email follows a logical flow: hook, product proof, social proof, CTA. Each section earns the next one.
Copy as part of the design: Headlines, subheadlines and CTAs were written as part of the design process, not added after. Messaging and layout were built together.
Interested in email design or ad creatives for your brand? Let's talk.
Like this project
Posted May 4, 2026
A concept email for Huel exploring brand-native design, conversion hierarchy, and copy as part of the creative process.
