een working with Ella's Kitchen® brand since a pitch last year, on a major new design initiative for the brand. The agency won the brief to 'grow up the brand' and keep its immensely loyal users engaged with Ella’s Kitchen® brand for longer as their babies grow up into the pre-school stage. The new design launches this Spring with a new range of snacking products created especially for pre-schoolers."Ella's Kitchen® brand has always put the child first" explains Parker Williams Managing Director Kate Bradford, "so our key challenge was to build upon its powerful brand idea and strong visual equities but develop them in step with the growing child. We wanted to encourage a generation of good little eaters by feeding their imagination as well as their tummies and developed the new design idea to stimulate little ones to find their own stories from the scenarios on pack".
Parker Williams' new design, with its colourful and innovative approach, takes little ones on an adventure and actively encourages the child to engage and interact with the pack. Four themes with timeless appeal (explorers, magical kingdom, journeys and down on the farm) are a springboard for adventure and discovery, with a cast of playful animal characters to add to the story telling. "We integrated real food photography of the 'hero' ingredients into the play scenes on pack to bring to life the idea that good food is part of good fun. Ella’s is ‘Good in every sense’. It creates another level of discovery and delight for the child as they recognise familiar fruit and veg in the stories. " explains Parker Williams Creative Director Jo Saker. “Our aim was to ensure that the design is instantly recognisable as Ella’s – but both idea and execution are seen through the eyes of an older child.”
Paul Lindley Founder and CEO Ella's Kitchen said:
“Our Ella’s Kitchen snacking range is truly ground-breaking innovation which engages children’s imagination with the stories and activities on our packs – Parker Williams have created fantastic kids first packaging”.
The new range of Cracking snacking products launches at the end of May 2014 in and includes exciting varieties such as: tomatoes + basil multigrain nibbles, carrots + cumin multigrain nibbles, raspberries + bananas multigrain nibbles, apple + cinnamon multigrain nibbles, parsnips + poppy seeds cracker bites, tomatoes + fennel seeds cracker bites, oat + spelt cookies, raisins + spelt cookies, cheddar + leeks multigrain wheels, carrots + lentils multigrain sticks, Beef Stew with root veg, Bolognese Bake packed with peppers, Chicken Curry with coconut + mango, Chicken Paella with a pinch of paprika, Pork Stew bursting with beans, Veggie Moussaka with red lentils.
