The Purpose

Starting life as a recipe blog back in 2011, the Deliciously Ella brand has grown rapidly over the years into a multifaceted business sitting at the vanguard of the plant-based lifestyle boom with a dedicated following.

The brand’s astonishing viral success, which includes over 1.5m followers on Instagram, has seen it grow into a truly omnichannel brand encompassing everything from lifestyle content to real-world restaurant venues and a popular line of healthy snacks stocked in nearly 6,000 UK stores.

In the wake of its rapid expansion, Deliciously Ella approached hedgehog lab to build an app that matched the expectations of its digitally-savvy fanbase and that could provide the platform for further expansion in the UK and abroad.

Deliciously Ella app on two iPhone Xs
Deliciously Ella as App of the Day on the App Store.

The Brief

With a new subscription pricing model, a raft of new content and refreshed branding, the new Deliciously Ella app required a complete overhaul that maintained brand consistency with the company's array of different assets.

Moving beyond just providing recipes, the vision was for the new app to act as a lifestyle portal for a whole range of exclusive Deliciously Ella content including blog posts, yoga videos and more as part of its new subscription model.

Additional content means additional complexity, but by placing the user at the centre of the design process, hedgehog lab’s designers and developers crafted an app that was able to elegantly accommodate the expanded set of features whilst still being a joy to use.

The launch of the long overdue new app was hotly anticipated by Ella's legion of loyal fans which meant that failure to deliver was simply not an option.


The Product

Working in partnership with Ella and Matt Mills, the team at hedgehog lab implemented a brand new future-proofed content management system that would allow the Deliciously Ella team to push new content to the app far more efficiently.

At the same time, bespoke animations and slick transitions provided the sort of attention to detail that Deliciously Ella’s millions of loyal fans had come to expect from the burgeoning brand.

Launched in March 2019 on iOS, the new app was a huge hit with the brand’s legion of followers and catapulted into the App Store’s top 10 Food & Drinks apps list within days of launch.

The new subscription model was also a roaring success with an industry-leading 94% retention rate for subscribers following their initial free trial period.



4.5 rating from users, 94% subscriber retention rate, 96k downloads in launch week.


Download on the App Store





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Research Paper

Assistive Healthcare: a connected system

The rise of mobile technologies within the healthcare sector has led to a dramatic increase in the availability of health-focused products. We wanted to imagine what the industry would look were such offerings linked to a centralised system, and identify the benefits a connected approach would bring.

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