Blue Marlin Cooks Up Appetising New Packaging for Ella’s Kitchen

Blue Marlin’s brief in Summer 2010 was to harmonise and evolve the packaging to bring greater visibility and recognition of the brand marque across the 68-strong range, provide a clear and simple communications hierarchy, and ensure that designs are appealing and differentiating.

5/18/2011 --- Integrated brand design agency Blue Marlin is helping much-loved organic kids and baby food brand Ella’s Kitchen to maintain its phenomenal success with delicious new packaging that makes it easier for mums to navigate and that practically jumps off the shelf at you. The new look has just gone on sale and is being rolled out at the beginning of June.

Ella’s Kitchen is one of the UK’s greatest entrepreneurial success stories and its ninth fastest growing company. In five years it has grown from niche start-up to rising international player. Sales growth has been nothing short of stellar, up 73.5 per cent in 2010. The company now turns over in the region of £30m and has an 11 per cent share of the UK baby food market. However it has set its sights somewhat higher: its goal is to make Ella’s the first global premium food brand for little people.

Blue Marlin’s brief in Summer 2010 was to harmonise and evolve the packaging to bring greater visibility and recognition of the brand marque across the 68-strong range, provide a clear and simple communications hierarchy, and ensure that designs are appealing and differentiating. In short to future proof the brand as it throws its weight behind international expansion. The biggest challenge was evolving the original design that the client was very attached to, but that needed updating and decluttering.

Blue Marlin global CEO Andrew Eyles comments: “Ella’s is a delightful product with a great story. We understood from the outset that we would have to tread very carefully as the original design was extremely close to the founder’s heart. Our new look is bold and impactful; it strengthens the branding and navigation whilst retaining the unique and characteristically Ella’s equities.” Ella’s Kitchen founder and CEO Paul Lindley says: “I am so pleased with the attention and care Blue Marlin paid to the sensitivities – retaining the heart of our work whilst subtly enhancing the design. Great work that will see our ambitions realised.”

Blue Marlin has created an ‘at a glance’ age and stage communication system, enshrining a simple messaging hierarchy that cuts through the information overload on pack, and ensures stand out from the plethora of me-too products that are trying to catch the coat tails of Ella’s success.