Helping little ones fall in love with good food.

Branding, Tone of Voice, Comms, Photography, Guidelines

To keep their title of the UK’s most-loved baby food brand, Ella’s Kitchen needed a refreshed brand identity that would truly differentiate them and their distinctive mission – to help little people fall in love with good food. Over time, the original product-led identity had become muddled with their consumer narrative. It needed to go far beyond product, supporting parents and carers and championing positive change in the nutrition and wellbeing of our future little ones.

Kids-first, always

We wanted to create a meaningful brand identity that inspired both little ones and their grown-ups. So, every step of the new identity was crafted through the eyes of little ones; putting them at the centre of all our decisions, big or small.

We unified the brand’s language, simplifying the tone of voice down to four key mannerisms – entertaining, brave, straightforward and quirky. Using foodie-focused onomatopoeia, alliteration and playful puns to mimic the mouths of little ones.

Visualising the senses

Sensory play is crucial in helping children develop a love for food that lasts a lifetime. So, we put little ones are at the heart of the creative, shooting snaps of little ones eating, exploring and playing with a variety of foods and engaging all their senses. These playful moments, paired with the food illustrations, evoke a world of fun and imagination that’s powered by good food.

Illustrations by the rocket-load

Looking to inspire beyond just words, we wanted to making healthy food more fun and bring play into everything we created. This idea was brought to life through a unique library of doodle-like illustrations, reimagining real images of food into the objects of children’s imagination, from giant carrot rockets to mango flamingos. Not stopping there, we updated the childlike food illustrations that were synonymous with the brand to feature yummy close-up textures of real fruit and veggies.

A difference made

The refreshed brand successfully champions Ella’s difference in the market, with a story, visual language and tone of voice that is in harmony across all brand touch points – from internal and external comms, product, marketing, digital and events.

“The refreshed brand identity really lives and breathes what it means to be kids-first and enables creative freedom in how we successfully communicate the brand to consumers, employees and retailers.” Head of Making Friends, Ella’s Kitchen