The independent studio has cooked up a character-led brand world to support modern parents and delight little eaters.
Little Dish has long been a trusted name in the world of children’s ready meals, but with modern parents facing more pressure than ever, the brand recognised that great food alone wasn’t enough.
This is where their collaboration with Derek&Eric came in. Tasked with turning Little Dish from a fridge favourite into a full-blown family ally, the independent studio created a vibrant new identity grounded in a deceptively simple idea: turning trusted food into a trusted friend.
“Little Dish already had a great product and loyal following, but they wanted to go further,” explains Adam Swan, creative director at Derek&Eric. “Our job was to translate that ambition into a powerful and practical design idea.”
The driving idea behind the new identity is character, quite literally. The new Little Dish world revolves around a cast of fantastical animal characters, each brimming with personality and purpose.
Derek&Eric designed them to be more than mascots. They were intended to be playmates, problem-solvers and pint-sized champions of the brand’s mission to make happy, healthy mealtimes easier.
From a storytelling perspective, it’s a smart move. Each creature brings its own narrative thread, helping kids form emotional connections while reassuring parents that Little Dish is considered, not just convenient.
Props, poses, and playfulness are used to full effect, building a system that works across packaging, content, and communications without losing coherence.
It’s a significant shift from the brand’s previous identity, which, while charming and familiar, no longer had the impact needed to stand out on busy supermarket shelves.
“We didn’t want to just redesign packaging,” says Adam. “We wanted to give Little Dish a distinctive, ownable platform that lets them stand out, scale up, and show up with meaning – on shelves, in homes, and in hearts.”
The new design introduces a literal ‘little dish’, described as a joyful, brimming bowl rendered in a bold purple hue that holds its own in the chiller aisle. It anchors the visual identity while allowing the characters to shine. The purple serves more than just an aesthetic punch; it also acts as a brand shortcut, instantly recognisable across all touchpoints.
Moreover, the update isn’t just skin-deep. Derek&Eric worked with the Little Dish team to embed utility and joy at every level of the customer experience. That includes newly designed inner sleeves with games and activities to keep small hands busy while dinner heats up, plus collectable ‘Every Eater Club’ badges that reward adventurous palates.
These thoughtful touches are rooted in a deep understanding of today’s parents. Rising food costs, childhood obesity concerns and the daily chaos of two-working-parent households mean that brands need to actively support. That’s exactly where Little Dish wants to sit.
Sophie Giddings, marketing director at Little Dish, says the new look reflects this evolution.
“We have been blown away by the creativity, design expertise and desire to go above and beyond from the Derek&Eric team. They truly understood the consumer challenge and our vision from day one and brought it to life in a way that feels authentic, joyful, and truly memorable.”
She adds: “The colourful new world they’ve created for Little Dish is one more step along our journey helping busy families – and we’re already loving the response from customers and, of course, our very important little foodies!”
For Derek&Eric, the project offered the chance to craft something characterful with real-world impact and an opportunity to use brand design not just for cut-through but for care. The result is a narratively rich, emotionally resonant identity that feels just as at home on a supermarket shelf as it does at the dinner table.
When it comes to feeding kids well, the food matters, but the feeling matters, too.
