Derrick Lin


Creative Agency: Ragged Edge
Project Type: Produced, Commercial Work
Packaging Content: Energy Balls
Location: Farringdon, London

Ragged Edge refreshes brand identity for Deliciously Ella and creates packaging for her new product launch

Integrated branding agency Ragged Edge has refreshed the brand identity for food blogger and Instagram star Ella Mills, better known as Deliciously Ella. The brand identity includes a new design system and updated logo which is shared with the Mae Deli (co-founded by Ella and her husband Matthew).

The agency also designed the packaging for her first retail product ‘Deliciously Ella Energy Balls’.

The Energy Balls are the bestselling item in Ella’s food destination ‘The Mae Deli’ and the most popular recipe on Ella’s blog.

An honest relationship
A pioneer in the natural food movement, Ella has reached millions with her blog and recipe books, and is now seeking to bring to life and make accessible her philosophy through the new range of Deliciously Ella Energy Balls.

The packaging aims to reflect her three core values: natural, simple and honest.

The design stands out against competitors in the health food category, where neutral tones dominate. Ragged Edge took inspiration from Ella’s natural charm and personality, to infuse bright colours with hand-crafted cues.
A logo based on Ella’s signature reinforces her personal connection with her followers, while a delicate sunburst communicates her optimistic outlook. A hand drawn typeface reflects her honesty, while matte packaging with a little texture helps the product to feel premium and desirable to touch.

The hand painted illustrations capture the products’ natural qualities, without sacrificing standout on shelf.

Workshops with the Deliciously Ella team and research into her passionate audience helped to distil the essence of her success.

Design with substance
Ragged Edge Co-founder Max Ottignon says: “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.”
Dan Barrett, Managing Director, The Mae Deli, says: “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.”

New beginning
Ragged Edge also rebranded The Mae Deli, which Ella co-founded with her husband Matthew. The deli logo playfully 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.