Ella’s Kitchen is an organic baby food brand, with operations globally. Famous for its colourful pouches, the brand was created in 2007 by Paul, Ella’s father. It now has the largest market share in the UK baby food sector, with a global turnover of more than $120m annually.


Ella's Kitchen Website

In early 2016 I was briefed to redesign the Ella’s UK website, using a modular CMS structure, that could later be rolled out across the rest of the global sites. The company wanted to overhaul their look and feel at a brand level, including exploring how the design style can exists across all mediums consistently.

Using a ‘child-like’ not ‘childish’ strategy, the new design is based on the bold and iconic Ella’s baby food pouches, building upon their illustration style to create a fully responsive brand and e-commerce site, introducing a new typeface for body text, a brighter colour palette and modular structure.


Other integrated campaigns

After Havas London won the Ella’s Kitchen integrated business in 2014, I have been the lead designer on the account, working on numerous campaigns for both the UK and global markets, whilst continuing to develop the brand’s visual identity, including creating campaign guidelines.

Bespoke products have been created, such as a recycling bin for the launch of their environmental initiative, which was distributed nationwide. I also created a series of responsive e-mail templates, setting the foundations for the brand’s eCRM newsletters, providing age based weaning tips.


Over the years I have illustrated hundreds of new assets across dozens of campaigns, from one off illustrations like a book cover, to the creation of entire suites of assets for new campaigns. These assets are then added to the existing set of Ella’s illustrations for use around the world.