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First retail package for plant-based ‘energy balls’ conveys natural ingredients

Ragged Edge designs first retail package for food blogger’s plant-based recipes.

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Integrated branding agency Ragged Edge redesigned the packaging for food blogger Ella Mills’ Deliciously Ella Energy Balls, bite-sized snacks made with four to six natural ingredients in three different flavors (hazelnut and raisin, cacao and almond, and cashew and ginger). The brand identity includes a new design system and updated logo, which is shared with the Mae Deli, located in London and co-founded by Ella and her husband, Matthew.

Ella has reached millions with her blog and recipe books, and is now seeking to bring to life and make accessible her philosophy through the new range of Deliciously Ella Energy Balls.

The packaging aims to reflect her three core values: natural, simple, and honest.

The design stands out against competitors in the health food category, where neutral tones dominate. Ragged Edge took inspiration from Ella’s natural charm and personality, to infuse bright colors with handcrafted cues.

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