Founded in 2007, the meal delivery service known for its comforting, snap-frozen dinners has unveiled a new identity designed by Sydney-based studio Universal Favourite. The company, started by two women in a backyard shed, has grown over the past 17 years but kept its mission of reducing dinnertime chaos with quality, ready-to-heat meals made from locally sourced ingredients.
To reflect this growth and update its visual identity, the team worked on a rebrand that honors its unique origin story while modernizing its look. The new identity enhances its presence as Australia’s leading frozen meal service.
The updated Dinner Ladies logo separates the previously intertwined heart and script, improving legibility and scalability. Jake Foreman illustrated the redesigned heart symbol, which features a stippled texture that adds character and depth. The new wordmark uses an extra bold, rounded sans serif typeface with unique touches like a tiny title and a narrow “r,” enhancing readability and presenting a more established image.
Typography plays a crucial role in the new identity, with the typeface ‘Denim’ by Display Type Foundry being used. Denim Wide is used for headings and call-to-action elements, while the regular cut of Denim is used for subheadings and body copy. This combination reflects the brand’s confident personality while maintaining practicality.
The color palette features a vibrant hot-rod red, bringing energy to the brand. This bold color is complemented by a muted palette that adds warmth, creating a welcoming feel. These colors enhance the visual identity, making it stand out.
Illustrations remain a significant part of the brand’s identity. Collaborating with illustrator Jake Foreman, the company developed an illustration suite that serves as storytelling pieces and functional devices. These illustrations depict meals and family gatherings in charming scenarios, adding personality and fun to the brand.
The packaging design reflects the vibrant identity elements, consistently using the Formula Condensed typeface at an angle, adding a dynamic touch. Marketing materials emphasize the brand’s playful nature, with taglines like “It ticks, tocks, and it talks,” highlighting the product’s fun aspects.
Photography for the rebrand captures the authentic messiness of real-life dinnertime. The shoot features raw moments, such as the remnants of a dish or a bolognese-faced baby, mixed with the joy of sharing mouth-watering food. Warm lighting, quirky styling, and pops of color set a homely and inviting scene.
The new Dinner Ladies logo, vibrant color palette, unique illustrations, and engaging packaging create a cohesive and appealing identity. This fresh look reflects the company’s growth and evolution while maintaining its commitment to providing high-quality, comforting meals.