Ella’s Kitchen: Let Us Play
Creating a Sub-Brand to Reach New Audiences.
Brand Positioning. Creative Strategy. Brand Identity. Illustration. Packaging Design. Brand World & Messaging. Brand Guidelines.
With the creation of Ella’s Kitchen Kids, we’ve helped the UK’s No1 baby food brand take its first steps into the wild world of toddlers. Across a new portfolio of products that takes the brand into new categories, we’ve introduced bold toddler energy and an anarchic sense of fun.
Keen to take a kids-first approach to building the brand, we started with a deep dive into toddler behaviour, understanding the psychological drivers behind their burgeoning personalities, and the development of strong preferences and desires, particularly around food. Our Let Us Play! platform channels that energy, focusing in on their unquenchable desire for play and strong-willed attitudes – represented in an evolved brand logo that adds the word kids in a chaotic but confident scribble.
The platform comes to life visually through a series of playful illustrated worlds, inspired by kids’ infinite imaginations and populated by a host of imaginative yet illogical characters – from sea creatures to superheroes, friendly robots to wild animals. It’s that lack of logic that infuses the brand with its authentic childlike character, emphasised by the crayon-scribbled style that evokes an exuberant energy.
Of course, Ella’s Kitchen is known for its product quality and goodness, and the mother brand acts as a valuable and necessary reassurance for parents. The key takeaway for caregivers is that this is a brand that’s dedicated to making mealtimes fun not forced, and thoughtful colour palettes and product messaging work around the fun to ensure a sense of natural food quality always comes across.
Brand Positioning.
Creative Strategy.
Brand Identity.
Illustration.
Packaging Design.
Brand World & Messaging.
Brand Guidelines.
