John Lewis x Deliciously Ella
There are over 60 pieces in the range, from embroidered aprons and vegetable patterned linens to clever batch cooking storage, oven to table roasters and natural finish baking trays. Launched in Autumn 2025.
As the sole graphic designer, I developed packaging from initial concept and pitch to final execution.
Initial designs
As part of the packaging development for the collaboration, I explored multiple creative routes to ensure a range of design styles were considered.
The first route was inspired by an abstract interpretation of the illustrations created for the collection. Whilst the second drew direct inspiration from the shoot’s art direction.
Final designs
The final design was inspired by the leaves that form part of the Deliciously Ella logo.
Creating a bespoke pattern from these elements established a clear connection to the brand’s core visual language, resulting in packaging that felt both distinctive and instantly recognisable while remaining aligned with the wider brand identity.
Stationary
The packaging was split across two sub-categories: a stationery collection and a cooking range. I wanted both ranges to feel connected while maintaining their own distinct identities.
To achieve this, I adapted the bespoke leaf pattern across the stationary category reducing the opacity of the leaves changing the background of the pattern. This created a softer, more subtle expression of the brand. This approach ensured consistency across the collection while allowing each range to have its own visual character.
Packaging Guidelines
