Branding and packaging for the famous food blogger, alongside a rebrand for the delis she’d founded with her husband.
Brand strategy, visual identity and packaging design.
Inspired by Ella’s natural positivity, we created a brand that balances healthy cues with a sense of boundless optimism.
Ella Mills, founder of the phenomenally successful Deliciously Ella blog, came to us with an ambitious plan. She wanted to launch her famous energy balls as a retail product. And at the same time, she and her husband Matthew wanted to open another deli. Our job was to refresh the Deliciously Ella and Mae Deli brands, then create the packaging for the energy balls.
We combined workshops with the Deliciously Ella team with research into her passionate audience. Much of Ella’s popularity stems from her open, honest relationship with her followers. As her brand grows into new areas, maintaining that level of trust would be crucial. So our strategy set out to build on her three core values: Natural, Simple and Honest.
To reinforce Ella’s personal connection with her audience, we based the logo on her signature. A delicate sunburst device communicates her famously optimistic outlook, while a hand-drawn typeface suggests honesty and transparency. Everything we did aimed to embody Ella’s natural charm.
Energy balls packaging
The challenge was to bring the values to life without sacrificing stand-out on shelf. Competitors tend to use neutral colours to communicate authenticity, meaning that many of the products feel indistinguishable. So we chose a bright, eye-catching colour palette, using hand-painted illustrations and a matte finish to retain the natural feel.
The Mae Deli
Ella had founded the Mae Deli with her husband Matthew. It has a broader offer than Deliciously Ella’s core brand but retains the same founding principles. The logo playfully references the origin of its name, Matt and Ella, while the supporting system shares the Deliciously Ella sunburst and typography.
The visual identity created by Ragged Edge really captures Ella’s optimism and her core values. It is such a natural fit with her philosophy. The bright colours will help it to stand out against health food products in a highly competitive and growing sector. And the work carried out by Ragged Edge will help us to take the brand forward into the future.