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Creative Rebrand Packaging Design

Deliciously Ella gets a new look ahead of first retail product launch


By Natalie Mortimer | N/A

August 25, 2016 | 2 min read

Food blogger and Instagrammer Ella Mills has introduced a refreshed brand identity for her Deliciously Ella brand, ahead of the launch of her first retail product ‘Deliciously Ella Energy Balls’.

Deliciously Ella

Deliciously Ella Energy Balls

The blogger, who is an advocate for vegan and natural food, launched her blog five years ago and has since accumulated millions of followers, published a book and opened a deli.

Deliciously Ella worked with branding agency Ragged Edge on the rebrand, which includes a new design system and updated logo that is shared with the Mae Deli.

The packaging for the Energy Balls features bright colours with hand-crafted cues, while the logo is based on Mills’ signature to reinforce her personal connection with her followers.

Ragged Edge co-founder Max Ottignon said: “Much of Ella’s popularity stems from her open and honest relationship with her followers. Maintaining that level of trust as her brand grows into new areas was crucial. So our strategy set out to build on her core values and create a beautifully crafted design, with substance and weight.”

Ragged Edge also rebranded The Mae Deli, which Mills co-founded with her husband Matthew. The deli logo references the origin of its name, Matt and Ella, while the supporting system shares the Deliciously Ella sunburst and typography.

The Deliciously Ella Energy Balls launched into Whole Foods this month and will be rolled out to selected supermarkets.

Creative Rebrand Packaging Design

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