HERE DESIGN, London / DELICIOUSLY ELLA / 2019
Inspired by the notion of a celebration of plants, our brief was to create a new brand identity and packaging for Deliciously Ella. Showcasing colourful eating and the diversity, freedom and creativity of the plant world, the new logo and packaging would replace an older identity created by another design studio for the same products several years ago.
Plant-based eating has often been associated with a restrictive diet and limited range of options. Our most pivotal task was to create a refreshed identity that successfully challenged these connotations.
This was about working with the Deliciously Ella team to help spread the word and amplify their message that vegan-friendly eating is about colour, abundance and creativity.
Our design intention was to create packaging that was so joyous and colourful that it completely dispelled the assumption that plant-based eating was in some way less delicious or full of variety.
Refreshed packaging for Deliciously Ella’s vegan-friendly range incorporates bright hues, reflecting the depth of flavour of the foods within. The aim here was to inspire consumers to try new taste profiles and experiment with this simple and accessible range.
Brought to life with bold and beautiful watercolour and line drawn illustrations of the ingredients, the packs are tempting and full of joy. The bold colour palette and bright hues celebrate Deliciously Ella’s exuberant take on plant-based eating, and the visual style can be translated across many products, from books and kitchenware through to digital animation.
The refreshed packaging inspires consumers to try new flavours, textures and ingredients through these delectable and surprising tempting products. The finished designs evoke simplicity, deliciousness and, most importantly, accessibility.
Our new designs amplify the message that plant-based eating is about diversity, abundance and creativity. The illustrations are inspired by the ingredients themselves, and the rich colour palette of the packaging is so joyous and eye-catching that it has completely dispelled the assumption that plant-based eating is dreary and virtuous.