Dineamic launches HeyDay for healthy ageing and the Support at Home market via Hellions
Dineamic has launched HeyDay, a new brand created alongside Hellions to bring more taste, joy and straight-talking simplicity to older Australians and the Support at Home meal category.
Built for older Australians, their families, carers and case managers, HeyDay has been custom created to help Dineamic fill a void in the ready meal category with a brand that feels credible, familiar and full of life, without wandering into the well-worn world of beige aged-care tropes, overly caring stock imagery or bureaucratic waffle.
Inspired by the truth that a meal should always be something worth looking forward to, no matter your age or circumstance, HeyDay aspires to bring joy and great taste alongside the ease and affordability the category delivers.
The new brand sees the Dineamic and HeyDay brand mark work together, with the master brand lending its established credibility in ready meals and HeyDay offering its own distinct voice, personality and role in the category.
The identity translates Dineamic’s established Made Honest platform into the context of older Aussies, where honesty means clear information, familiar meals, dietitian-approved nutrition, flavour-first cooking and a process designed to make life easier for everyone involved.
Says Michelle Sievwright, CEO at Dineamic: “Support at Home can be a complicated space for customers, families and case managers to navigate. With HeyDay, we wanted to create a brand that makes things feel simpler, warmer and more enjoyable, while still being grounded in the quality, nutrition and trust people expect from Dineamic.”
“HeyDay gives us a way to talk to ageing Australians with clarity and care, but also with optimism. It is still unmistakably Dineamic, but it has the focus and personality needed for a very specific audience and need-state.”
HeyDay’s name and tone of voice avoids the clinical and the condescending, instead speaking to older Australians as people with full lives, full tastebuds and absolutely no need to be marketed to like they’ve wandered into a brochure from 1998.
The brand identity brings forward the Dineamic master brand’s purple, while introducing a bright and distinctive palette borne out of the master brand’s identity. The logotype uses friendly serif letterforms to break out of the convenience tropes, with a crafted detail in the ‘y’ designed to reference the circular form of the Dineamic logo and reinforce the relationship between the two brands.
The photography direction has also been designed to push against category convention. Rather than staged carers, studio kitchens and passive portraits, HeyDay’s world is built around honest, lived-in moments at home, colourful food, natural light, eclectic props, real textures and a sense of movement.
Says Dan Sparkes, Creative Partner at Hellions: “The Support at Home category does a very important job, but so much of it looks and sounds like it’s had the joy vacuumed out of it. This applies equally to anything marketed at older Australians. HeyDay is built on a very simple belief: every Australian deserves food worth looking forward to, and a brand that speaks to them like actual humans.
“Dineamic already had the credibility, the product quality and the food philosophy. Our job was to create a brand that could carry that into Support at Home in a way that felt clear, useful and full of appetite. No faff. No jargon. No smiling carer holding hands by a zimmer frame. Just honest meals from a company that gets you.”
The new HeyDay brand has launched across website, social, digital advertising, packaging and printed collateral.
Client: Dineamic
Brand identity and strategy: Hellions
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