As part of an ongoing partnership with Little Dish, leader in the chilled children’s meals category, Pearlfisher has 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.
Developed in partnership with Dietitian and Mum Lucy Jones, 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.
And 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, Pearlfisher defined an opportunity to position the new range as a ‘Helping Hand’ for busy parents.
“We looked to frame the products as facilitators of moments in which parents and children can create together,” said Molly Rowan-Hamilton, Brand Strategist at Pearlfisher.
“To achieve this, 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. Aurelie Stephan, Design Director at Pearlfisher, said, “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.”
Charlotte Tisdall, Little Dish Marketing Director, said of the brand creation: “Pearlfisher has done brilliantly to integrate the new range into our existing architecture whilst ensuring that our new Childhood Classics and Cooking Sauces stand alone as an individual offering. We’re excited about taking our healthy food for kids into the kitchen cupboard, and are confident in the power of Pearlfisher’s design in helping us achieve this.”
Little Dish Classics £1.25 (RRP) and Sauces £1.00 (RRP) will be available in the Baby Aisle of Morrison’s, Boots, Sainsbury’s, Tesco and Ocado.
Founding Creative Partner and CEO London: Jonathan Ford, Pearlfisher
Design Director: Aurelie Stephan, Pearlfisher
Strategist: Molly Rowan-Hamilton, Pearlfisher
Senior Technical Project Manager: Jenny Cairns, Pearlfisher
Designer: Charlie Garrod, Pearlfisher
Client Manager: Margot Coleou, Pearlfisher