Little Dish: Character-led design for modern family mealtimes

The reimagining of the Little Dish brand identity by Derek&Eric centers on transforming a food product into an empathetic ally for modern families. The core essence of this redesign is encapsulated in the creation of a character-led brand world, a direct response to the increasing pressures faced by parents today. The key insight was to move beyond simply offering nutritious food to providing holistic support, making mealtimes easier and more enjoyable.

The inspiration for this narrative-driven ecosystem stems from the desire to forge an emotional connection with children while instilling confidence in parents. This manifests as a family of fantastical animal characters, each with distinct personalities and playful props. These characters, alongside the new "Little Dish" icon, a vibrant, purple bowl overflowing with healthy ingredients, serve as the primary visual identifiers. This strategic shift from a product-centric to a character-centric identity aims to create story-driven moments of joy and recognition, extending the brand's presence from the shelf into homes and hearts, fostering loyalty and a sense of partnership with families.

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