On The Menu

Putting genuine Aussie meals back On The Menu

On The Menu was launched in 2009 as a strategic market entry. As the brand grew over time, it evolved inconsistently to meet market demands, and it became clear an overhaul was needed to position On The Menu as the leader, supported by a frozen meal packaging design system with a clear vision and portfolio within the mainstream meals category.

The challenge was to evolve the visual identity and implement a frozen meal packaging design that created distinct differentiation from the competitive set, while also developing a design system to define the brand architecture on shelf.

With a category that relies on both old favourites and exciting new flavour experiences, the system would need to be flexible enough to accommodate continued growth through new sub-brands and range extensions.

Bringing food inspiration to the heartland

Our solution was to elevate the brand proposition and integrate it into the visual identity through an engaging brand story, connecting brand to the food and flavour experience.

We created a simple design system with an intuitive communication hierarchy that could stretch across the portfolio, relying on colour for navigation and a tone of voice that spoke true to the heartland consumer.

Taste appeal was greatly increased through new photography and meal inspiration was brought to the forefront as a natural extension of the delicious looking meal and approachable typography, helping consumers pimp their meals and make it their own.

As a result, On The Menu has finally come into its own, with clear standout in the freezer section and a contemporary, easy to navigate design system that is set to firmly establish the brand as the category benchmark.