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.

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.

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.

The client had a vision 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.

The app was also hotly anticipated amongst Deliciously Ella’s dedicated fanbase which meant the pressure was on to deliver an app that met their expectations.

Deliciously Ella needed a revitalised app experience that utilised the latest design and UX methodologies as well as a streamlined back-end and CMS for content roll-outs.

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.

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

The new app boasted a new future-proofed content management system that would allow the Deliciously Ella team to push new content more efficiently as wee as bespoke animations and slick transitions.

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