The Dinner Ladies are a Sydney-based frozen meal delivery service serving ‘freezer filler’ comfort meals. Over their 17 year history, the brand had become diluted and their punchy, counter-‟mumsy” attitude was lost to category cliches while filtering had become convoluted and hard to navigate. The redesign needed to embrace their rich history with a more contemporary look and feel while ensuring their time-poor audience could navigate efficiently.

The website redesign was driven by a rejection of “mumsy” category conventions and the brand's bold counter-culture attitude. It was crucial the website reflected this defiance by providing simple, yet personality-filled communication, and an efficient shop navigation that supported their belief in taking the stress out of dinnertime.

The redesign focused on the main website touchpoints, from wireframing through to design across the homepage, product pages, about us page and cart functionality. It included upgrades and introductions of new features such as quick filters and a bookmarking tool to help customers more easily navigate through the extensive menu, jump to their favourite meals or refine by dietary needs (because it’s already hard enough being gluten-free). The About Us page was also used as an opportunity to showcase The Dinner Ladies' unique and tenacious origin story that had inspired so much of the new look and feel.

The result was a refreshed digital experience that not only looks great on the eyes, but brings a much needed sense of relief and ease into the lives of busy The Dinner Ladies customers.