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.
As the sole graphic designer, I developed the visual direction for how the collection would be presented across in-store, digital, email and social media.
In-store
As part of designing the in-store POS for John Lewis, the collaboration logo needed to remain at the forefront of all creative. I therefore developed a flexible visual system that could showcase both the product photography and the close-up, textural imagery of fruits and vegetables captured for the campaign.
The resulting lock-up provided a strong structural framework for the collaboration, allowing the logo, product photography and textural imagery to work cohesively across multiple touch-points while maintaining a clear and consistent visual identity.
Digital
As Ella is the face of the brand and has a strong connection with her audience, I wanted the digital creative to feel personal and authentic. Inspired by Ella’s cooking process and creative approach to recipe development, I based the digital direction on the idea of notes and sketches as if they had been found within her notebooks.
This analogue-inspired approach felt true to the brand, creating a natural and handcrafted aesthetic that reflected the warmth and simplicity associated with Deliciously Ella’s recipes.
