The future of plant-based living

The Solution
We worked closely with Ella and Matthew Mills to create a bold visual identity and packaging system for Plants that put the product and its ingredients at the centre. At the heart of our concept was a simple but striking idea: to celebrate the heroes themselves, the plants. Through visual storytelling, we showed the plants nourishing and cupping the food, creating a sense of generosity, abundance, and appetite appeal.

A clean green and cream colour palette anchors the brand, while carefully chosen accent colours help differentiate products, highlight ingredients, and add vibrancy to the pack. The brand spans every supermarket aisle, from coconut yoghurts to fresh sauces, filled pasta, nut butters, and on-the-go meals, requiring a visual system flexible enough to unite a wide product range. To support rapid expansion, we also developed extensive brand guidelines and a robust design toolkit, enabling the Deliciously Ella team to consistently roll out new SKUs at speed.

The Impact
Plants marks the UK’s first full-store plant-based collaboration between a brand and retailer, setting a new standard for the category. The identity cuts through on shelf, making plant-based food feel inviting and easy to shop.