The Deliciously Ella brand introduced a new brand visual identity in September 2018, and the existing Deliciously Ella website didn’t reflect the new look and feel or aspirations of the innovative brand and growing business, which now includes snacks, ready meals, yoga guides, cookery books, a podcast and a deli.
We took time to work hand-in-hand with the team at Deliciously Ella to get the look and feel right – more than just design, but creating an overall brand experience.
We wanted to create a website that elegantly supported the growing Deliciously Ella portfolio (products, deli, app, books, podcast) and which clearly communicated the brand’s values of simple, natural and delicious.
The website would portray the heritage and story of the brand, as well as celebrating the Deliciously Ella community – and supporting its continuing growth and push into new markets. The brand wanted to stay away from your typical FMCG site, and also avoid the new ‘trendy’ tech features such as lazy loading, dynamic images and full bleed imagery .
The website needed to be a springboard for the brand – which would provide inspiration and ideas to the Deliciously Ella community.
Simplicity and clarity were important aims for this brief, so we avoided the temptation to be ‘whizzy’ with the content. We wanted a more elegant experience as a result of the simplistic aesthetic and a clear user journey which would tie together the brand’s portfolio.
The recent brand refresh celebrates the deliciousness of vegetables by highlighting the natural and healthy ingredients that go into the brand’s recipes and products, and the packaging is bright and bold for shelf standout. The ultimate aim for our creative, was to change the preconceptions around healthy eating and to show how beautiful, colourful and delicious it can be.
Form and function were also key – we wanted the site to perform brilliantly in search, and the website so far has performed incredibly highly in terms of SEO and user friendliness. To quote our head of development, “it’s like the Usain Bolt of websites”.
Shortly after the UK launch, we began phase two of the site which consisted of integrating Amazon API into the product pages. This in turn would increase traffic to the dedicated Deliciously Ella products that are listed on Amazon.
Further country sites are set to launch later this year.
See the site here