As part of an ongoing partnership with Little Dish, leader in the chilled children’s meals category, we’ve created a strategy and visual identity for the brand’s newest product range: a series of all-time family favourites reinvented for toddlers, with low salt and no added sugar or sweeteners.

The range consists of four Childhood Classics: Baked Beans, Spaghetti Hoops, Macaroni Cheese and Tomato Soup, and two nutritious Cooking Sauces, Classic Tomato and Mild Korma. As you’d expect from Little Dish, the range of kitchen cupboard essentials contains no artificial colours, flavours or preservatives, giving parents the freedom to let their kids enjoy childhood classics with no hidden nasties.

Identifying the tension that exists between the obligation mums feel to cook from scratch for their kids, and spend the limited time they have playing with their children instead of slaving away in the kitchen, we defined an opportunity to position the new range as a ‘Helping Hand’ for busy parents.

Looking to frame the products as facilitators of moments in which parents and children can create together, we re-assigned strategic objectives to the brand’s core equities that inform, inspire and reassure parents whilst heroing the wholesomeness and health credentials that Little Dish products are so known for.

The design adopts a natural, friendly and colourful language of playful energy and childlike fun. We used a consistent, plain background for all products in the range to ensure that a colour coding system ‘pops’ boldly and aids with navigation on shelf. Always with a cooking utensil or natural ingredient in hand, the Zoo Crew characters have been brought to life as ‘Mum’s Little Helpers’, whilst copy has been used strategically to provide recipe ideas and serving solutions for parents whilst also encouraging involvement from kids.