Southwest Foodservice Excellence

Brand positioning and marketing for leading K-12 school meal provider.

The Story

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Southwest Foodservice Excellence, one of the largest and most innovative K-12 food service providers in the country, turned to MODintelechy to help refresh their brand and elevate their sales and marketing materials to better reflect their “fresh-from-scratch” approach.

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The Work

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In an industry dominated by large corporations and “plug-and-play” foodservice, our design and strategy teams looked to surface some of the key differentiators that makes SFE unique. From initial discovery—stakeholder interviews, surveying students, brand values alignment—we developed opportunities for the SFE brand to move forward. Being “Chef-led, chef-run” by chef and CEO Monty Staggs added weight to their food-first “taste the difference” approach, and being the first company to bring foodtrucks to schools and their use of a mobile ordering app led to our “innovation baked-in” messaging. In short we positioned SFE to get credit for the great things they already do.

Our creative team developed a look and feel that emphasized these qualities, focusing on bright, engaging imagery, organic pattern work and typography, and concise, impactful copywriting. We transformed SFE’s proposals, provided a digital marketing kit, and a brand guide to bring all sales and marketing collateral inline—giving the sales team the tools they needed to effectively tell their brand story.

"A fresh-from-scratch, culinary approach makes all the difference"

The Results

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The realigned positioning and visual identity has led to overwhelmingly positive feedback both internally and externally, and we continue to partner with SFE on digital innovation and marketing strategy.

  • Elevated Brand Perception
  • Unified Targeted Messaging
  • Standardization of Visual Identity