The future of plant-based living

Brand identity, brand architecture and packaging design for Plants by Deliciously Ella, an exclusive plant-based food range for Waitrose

Ten years ago, Deliciously Ella started making delicious plant-based food as accessible as possible. The plant-based landscape has changed beyond recognition since then, with around 50% of UK households now buying plant-based food products.

  • Brand strategy
  • Brand architecture
  • Visual identity
  • Packaging
  • Marketing
  • Illustration

Launching a sister brand

We have worked with husband and wife duo Ella and Matthew Mills on a new visual identity and packaging for Plants, a sister brand to the plant-based food and wellness platform Deliciously Ella.

Brand identity, brand architecture and packaging design for Plants by Deliciously Ella, an exclusive plant-based food range for Waitrose
Brand identity, brand architecture and packaging design for Plants by Deliciously Ella, an exclusive plant-based food range for Waitrose

Defining a new category

Plants is an exclusive range in partnership with Waitrose and Partners, aiming to make delicious plant-based food as accessible as possible. The range primarily targets flexitarians seeking help to incorporate more plants into their diet, offering delicious, natural, plant-based food available across the entire supermarket. A single brand partnering with a retailer to execute their plant-based offering is a first for the UK and highlights the importance grocers now place on this generation-defining food theme.
Brand identity, brand architecture and packaging design for Plants by Deliciously Ella, an exclusive plant-based food range for Waitrose
Brand identity, brand architecture and packaging design for Plants by Deliciously Ella, an exclusive plant-based food range for Waitrose

Plant-based perfection

The idea behind our packaging concept is to showcase the heroes themselves: the plants. They are shown nourishing and cupping serving suggestions and ingredients, creating a bold standout on pack and shelf. The immediacy of the brand name and visual identity was key in helping shoppers navigate plant-based foods in a crowded supermarket environment.
Brand identity, brand architecture and packaging design for Plants by Deliciously Ella, an exclusive plant-based food range for Waitrose
Together Design plant-based food branding and packaging
Together Design plant-based food branding and packaging

A design system for rapid growth

A green and cream color palette dominates the range, with accent colors used for ingredients, product photography, and product title differentiation. The range looks delicious and elevates plant-based food to a premium offering. It spans the entire supermarket, from creamy coconut yogurts to filled pasta, fresh sauces, on-the-go options, bean burgers, dips, breakfast cereals, nut butters, and confectionery. Our extensive brand guidelines and design system have helped the Deliciously Ella team roll out their ‘Plants’ range at high speed to meet the demands of new product development and product launches.

Brand identity, brand architecture and packaging design for Plants by Deliciously Ella, an exclusive plant-based food range for Waitrose
Brand identity, brand architecture and packaging design for Plants by Deliciously Ella, an exclusive plant-based food range for Waitrose
We approached Together with a very unusual brief: to help us build a brand world for Plants that would look as relevant in freezers, as it would in the cereals aisle.

The team at Together approached the challenge with huge attention to detail and insight, and ultimately created something we adore. It is subtle yet distinct, and whichever pack format we work with we have something that is category relevant. Matthew Mills, CEO
Brand identity, brand architecture and packaging design for Plants by Deliciously Ella, an exclusive plant-based food range for Waitrose
Brand identity, brand architecture and packaging design for Plants by Deliciously Ella, an exclusive plant-based food range for Waitrose

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