Australian ready-made meal supplier, Dineamic, has undergone a significant rebrand, launching a new brand platform reflecting its commitment to honest food with understandable ingredients lists.

The 'MADE HONEST' platform was developed by independent creative agency Bullfrog. The team worked across every touch point of the business to deliver their next chapter of growth for Dineamic, which is set to culminate in a 'game-changing' partnership to be announced on the 19th of May.

The rebrand includes a new brand identity and philosophy, new packaging, a new path to purchase, and an integrated launch campaign.

Head of Marketing & Sales at Dineamic, Belinda Groves, said: “We operate in a category that’s taught people they have to sacrifice flavour and quality in exchange for convenience. The good news is, that’s not true. Our meals are proof that you can enjoy good honest food - fast, and it’s time our brand reflected that.”

The rebranding aligns the brand with its fundamental product truth – real food that’s made honest. “Made Honest was born out of a belief that honest just tastes better, and that authentic perspective now informs how our brand shows up across the board. From a straight-shooting tone of voice to an unapologetically fresh colour palette, we’ve never felt more like us," said Groves.

Creative Partner at Bullfrog, Elle Bullen, said: “Way too many ads in the ready-made meal sector are a bit grim – hammering weight loss messages or trying to sell the idea of a fully-fledged pub meal that comes in a box. So, when we had the chance to work with a company like Dineamic that’s purpose-led and has a product that’s not just passable, but actually bloody delicious, it was a no-brainer. We’re proud to have added a little flavour to a very functional category.”

Bullfrog will continue to work with Dineamic on implementing the platform, with new product launches and partnerships to be announced in the coming months. This rebranding comes as Dineamic seeks to redefine its position in the ready-made meal market and reinforce its commitment to providing honest, quality food.