Little Dinners make kids meals for crèches across the country and wanted to launch a retail brand requiring a new name, packaging that set itself apart from UK competitors in store, as well as a flexible enough design to allow new recipes to be introduced to the range. The idea behind the brand was inspired by children’s storybooks: ‘Once upon a dinner’. The strapline ‘Adventures in mealtimes for little people’ guided the look and feel, which resembled the style of a children’s book. Each meal has a unique set of characters and the pack is formatted like an actual book. To ensure a unique style, illustrator Fatti Burke was commissioned to draw the characters, with an emphasis on vegetables. Each pack tells the story of the brand, explaining its philosophy and food credentials, and also includes a colouring bookmark.