Plants
Clever cooking and the possibility of plants
Brand Strategy
Brand Story
Tone of Voice
Personality
Design Partnership
Copywriting




Key Copy
The Insight
People want the ease of convenience with the joy of cooking.
We always start by listening. In customer interviews, we kept hearing the same things:
“I love cooking, but I don’t have time.”
“I want to cook – but life gets in the way.”
“It’s hard to cook from scratch while juggling work and little ones.”
Cooking hadn’t stopped being important – it had just become harder to fit into real life. This wasn’t just a customer truth. It was a founder truth, too. Ella Mills (founder of Deliciously Ella) built an entire business around her love of food. But running two companies and raising young kids, her joy in cooking often had to take a backseat.


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