Hench Fuel

Food Branding Design for Hench Fuel

HENCH Fuel Protein Porridge contains real ingredients – fruit, nuts, seeds, and spices – to achieve maximum flavour, which also keeps the sugar content to an absolute minimum. With HENCH Fuel, you can feel safe in the knowledge that the macro-counting has been done for you.

They have taken care of the science so that you can focus on your health and fitness training, and enjoy a great tasting product.

600%

increase in sales

400%

increase in social followers

60,000

pots sold in year 1

Hench Fuel - The Challenge

Founded by ex-GB tennis athlete Paul Simmons, Hench Fuel had ambitions to take on the fitness nutrition market with a unique protein-based porridge that was convenient, low in sugar and only used natural ingredients.

A fun and fresh brand identity was required to launch the product in two defined market segments: not only the specialised CrossFit market for which founder Paul had links, but the larger market of aspiring fitness athletes ranging from teenagers to 40+ masters athletes.

The brand needed to be as big and bold as the ambitions of the business – and adaptable to be rolled out across all aspects of the brands visual identity, including packaging, web presence, sponsorship and clothing.

The Solution

Following a competitor analysis and branding workshop, we established the optimal brand position for Hench Fuel – developing a number of branding solutions that reflect the ‘cheeky, funky and simple’ brand personality that would set the product apart from competitors.

The chosen brand was rolled out across packaging design, merchandise and clothing ahead of the product launch.

The Result

In the first year Hench sold 60,000 units. Since then, the product has gone from strength to strength and is currently in 150 establishments across the UK and is now growing internationally with orders from Holland and a strong interest from Denmark.