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14 - 18 June

How Home Depot is building consumer love with the help of data

Ken Hein

US editor

Shavonne M Clark

senior manager of marketing

Ella’s Kitchen gets packaging reboot to boost brand personality

Children's food brand Ella's Kitchen has rolled out a new packaging design across its baby dry cereal range as it looks to boost the personality of the brand.

The designs, by Biles Inc, focus on a simple design to optimise the child-like qualities of Ella's Kitchen to allow for easier range navigation.

Anthony Biles, principal at Biles Inc. commented: "We are thrilled to be working with Ella's Kitchen, it's an icon in the category and a much loved brand. With this redesign, we have looked to build on its existing assets, to boost brand personality, and to simplify the range navigation, whilst keeping the packaging clean, simple and child-like."

Ella's Kitchen, which is now the UK's biggest baby food brand after launching in 2016, appointed Biles Inc as its branding and packaging design agency following a strategic pitch in July 2015.