Feeding growth, nurturing the family
Ella’s Kitchen is the UK’s No.1 baby food brand, much-loved for its pursuit in helping little ones to develop a healthy relationship with food. Realising that there wasn’t enough variety for those who are dairy-free or have a dairy intolerance, the brand used its weaning expertise to create coconut milk alternatives across breakfast, yoghurt and puddings to sit alongside its core range.
Our role was to create shelf standout in an increasingly crowded aisle and to differentiate the range from its core portfolio – all while still being instantly recognisable as Ella’s Kitchen.
The brand’s fun and innocent design style is instantly known and trusted by mums, dads and babies the world over. With parents often shopping the category on reduced sleep, it was even more vital that the design was clear and promoted the key nutritional benefits.
The key challenge was to retain the brand’s iconic identity, while introducing a new and instantly understood design asset, clearly indicating that the products were dairy-free, both on pack and across advertising.
We explored a number of different design concepts that clearly promoted a read order that led with Ella’s Kitchen, followed by ‘dairy-free’, then product and flavour variants. We retained the brand’s core look and feel, and the ‘dairy-free’ sub-brand and coconut milk splash straight away signal that the products are different. Illustrations are in the typical Ella’s Kitchen style and convey flavour cues as well as the coconut milk base, clearly positioning the range as a delicious alternative – not a compromise.
Our new simple, bold design, complete with a playful on-pack information architecture, creates a new ‘dairy free’ identity that stays true to the brand’s roots, standing out without stretching beyond recognition.
We have such a strong brand identity that it can be challenging to introduce new ranges to our portfolio. Brandon worked closely with us to create a strategy, concept and design that sits proudly next to our existing core ranges, but one that clearly and simply ensures consumers know we now offer a coconut milk alternative.
Group Product Manager, Ella’s Kitchen