Brand Identity Refresh for the Dinner Ladies
A dinner brand returns to its backyard-shed beginnings
Universal Favourite refreshed The Dinner Ladies by returning to the founders’ original shed and the brand’s warm, irreverent character. Jake Foreman redrew the logo and created illustrations with a stippled, traditional-tattoo influence. Red, direct typography and photographs of everyday dinner mess support the renewed voice. Packaging introduces colour coding to help people locate meals in a freezer. The digital experience was also revised around browsing, filtering and reordering an extensive menu.
Set in Denim
Insights
- Research with the founders in their original shed informed the refresh.
- Jake Foreman supplied a redrawn logo and supporting stippled illustrations.
- Packaging colour coding and revised browsing tools address practical meal-selection tasks.
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