as been working with Ella’s Kitchen on a major new design initiative for the brand.The agency won the brief to ‘grow up the brand’ and keep its loyal users engaged with Ella’s Kitchen for longer as their babies grow up into the pre-school stage.
The designs launch this spring with a new range of snacking products created especially for pre-schoolers.
Parker Williams’ managing director Kate Bradford, said:
“The Ella’s Kitchen brand has always put the child first, 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, is designed to take 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.
Parker Williams creative director Jo Saker said:
“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.
“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”.
