Independent branding studio Derek&Eric has unveiled a bold new identity for leading children’s food brand Little Dish, built around a distinctive idea: making happy, healthy mealtimes easier by turning trusted food into a trusted friend.
A pioneer in fresh, nutritious meals for young children, Little Dish has long been the go-to for parents ‘in the know’. But today’s families face tougher challenges — from rising food costs and childhood obesity to the pressures of juggling family life with two working parents. In response, Little Dish saw an opportunity to go beyond the food they make and become a true ally to parents navigating the survival years and beyond.
“Our job was to translate that ambition into a powerful and practical design idea,” says Adam Swan, Creative Director at Derek&Eric. “The answer was to build a brand world grounded in character. Literally. A family of fantastical animals that can connect emotionally with children, while giving parents the confidence they’re making the right choice.”
These creatures form the heart of a new narrative-led design ecosystem, each with distinct personalities, playful props, and main character energy — creating story-driven moments of joy and recognition across packaging, content, and communications.
While the previous design had stood the test of time, the brand recognised that to stay relevant — and to become a better ally to modern parents — it needed fresh energy and emotional resonance. The charming old look needed a new level of standout to help time-poor parents notice and find Little Dish more easily on shelf, one of the key challenges the redesign set out to solve.
The new identity introduces a literal ‘Little Dish’ — a vibrant bowl brimming with healthy ingredients — rendered in a shelf-blocking purple and designed to be instantly recognisable across all brand touchpoints. This is supported by a character-led system that blends reassurance, joy, and practical support — giving Little Dish the flexibility to grow from trusted food brand into a multi-channel partner for family mealtimes.
Further supporting this ambition, the updated packaging includes brand-new inner sleeve designs, featuring games and activities to keep little ones entertained while parents get dinner on the table, plus collectible badges for the ‘Every Eater Club’ — a playful way to build loyalty through fun.
“We didn’t want to just redesign packaging,” says Swan. “We wanted to give Little Dish a distinctive, ownable platform that lets them stand out, scale up, and show up with meaning — on shelf, in homes, and in hearts.”
“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. 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!” — Sophie Giddings, Marketing Director
Source: Derek&Eric
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