Elevated Brand Perception
Created and branded SouthWest Food Excellence's (SFE) new brand rollout highlighting their new fresh-from-scratch menu to schools grades k-12.
Role - Principal Art Director
Agency - MOD Intelechy
When - 2021-2022
SouthWest Foodservice Excellence, is one of the largest and most innovative K-12 food service providers in the US.
SFE’s branding was outdated and engagement was suffering. They needed to refresh their brand without losing their historic mascot, “Monty the Mongoose.” Having believed that Monty’s target audience aged out in 5th grade, they needed a brand new strategy for middle and high schoolers.
To better reflect SFE’s “fresh-from-scratch” approach, a brand refresh was conducted—giving the sales team the tools they needed to effectively tell their story. Taking elementary, middle and high school audiences into consideration, we created fresh branding to effectively target each audience individually. Realigning the companies positioning, visual identity and sales collateral has led to overwhelmingly positive feedback from the SFE team and current/ prospective school districts.
Elementary School: We're taking SFE into the comic-verse. This route grabs students’ attention by applying a quirky, irreverent spin to our core SFE characters. Our “heroes” do the work of lifting our key messaging, while comic book elements add an artistic glue that pulls it all together (less “POW!,” more “YUM!”)
Middle School: The “doodle” has been a transcendent staple within pop culture and can help add an edgy spin to our cafeteria aesthetic. With frenetic energy in the background and eye-catching color to elevate our messaging, this route brings old-school trends into a new-school lunch environment.
High School: High school students want to be treated like adults and understanding the quality of their meals is an easy path toward gaining their trust. In this route, we put a “5-star” spin on the cafeteria experience, educating students on their lunch ingredients while communicating to them in a mature, sophisticated tone.
