• Transform magazine
  • January 18, 2020


Healthy boost

  • Deliciously-Ella-Energy-Balls-Pile.jpg
  • Deliciously-Ella-Header-image-2-Green 2.jpg
  • Deliciously-Ella-Energy-Balls.jpg
  • Deliciously-Ella-Logo-Graphic.jpg

London-based branding agency Ragged Edge has teamed up with Ella Mills, the social media star behind Deliciously Ella, to provide the food blogger with a new design system and logo.

The latter shares its design with the Mae Deli shop, which is co-owned by Ella and her husband Matthew, and based in Marylebone, central London.

The new logo is centred on Ella’s signature, which gives the brand a personal and organic atmosphere – much like her food.

Co-founder of Ragged Edge, Max Ottignon, says, “Much of Ella’s popularity stems from her open and honest relationship with her followers. Maintaining that level of trust as her brand grows into new areas was crucial. So our strategy set out to build on her core values and create a beautifully crafted design, with substance and weight.”

As well as designing the new logo for Deliciously Ella, Ragged Edge has also designed the packaging for her first retail product, Deliciously Ella Energy Balls – a low calorie, high protein snack.

First developed as a recipe on her online blog and subsequently shared through social media platforms such as Instagram, the energy balls contain a wide variety of flavours. Ingredients include cacao powder and hemp protein.

The colours used for the product packaging are bright and optimistic, themes synonymous with Ella’s online blog.

Managing director of Mae Deli, Dan Barrett, says, “The visual identity created by Ragged Edge really captures Ella’s optimism and her core values. It is such a natural fit with her philosophy.”

He continues “The bright colours will help it to stand out against health food products in a highly competitive and growing sector, and the work carried out by Ragged Edge will help us to take the brand forward into the future.”

The energy balls have been so successful that they will be sold in selected supermarkets from September.

Mills started her blog over four years ago, using healthy eating as a way of dealing with the rare illness Postural Tachycardia Syndrome. She has since amassed close to a million Instagram followers and penned two cookbooks.