Southwest Food Excellence
Bringing characters to life by infusing them with story, purpose, and energy that resonate with both kids and the brand.
Problem Framing & Strategic Intent:
Southwest Foodservice Excellence (SFE) has a beloved brand character, Monty the Mongoose, but an outdated identity that no longer matched their bold, innovative approach to K–12 food. While Monty still resonated with students, the brand lacked the energy, clarity, and modern appeal needed to stand out in an increasingly competitive, tech-forward education space. Internally, SFE was far more than “school lunch”. They were chef-driven, scratch-made, and future-focused. Externally, that story wasn’t being told.
Challenge: Modernize the SFE brand without losing the emotional connection students had with its mascot, Monty the Mongoose.
Strategic Aim: Transform SFE into a bold, memorable brand that balances fun and flavor with credibility and innovation. Evolve Monty into a more vibrant, versatile character and position him within a playful narrative universe that kids connect with
We didn’t just update Monty the Mongoose, we reimagined him in a whole comic-inspired universe. We kept Monty lovable while infusing brand energy, narrative, and real-world purpose (think mobile ordering and hearty meals). We turned a nostalgic mascot into a playful disruptor in school food.
2005-2023
2024-Present
Middle School & High School
With Middle and High Schoolers in mind, two more campaigns were developed around each demographic. Including an app that let’s students order food prior to lunch.
High School
SFE To-Go
Introducing SFE To-Go. A mobile ordering app designed to make school lunch faster, easier, and way more fun. Created with students in mind, this kid-friendly platform lets young diners browse menus, customize meals, and order ahead, all with a few simple taps. No more guessing what’s for lunch or standing in long lines. With SFE To-Go, mealtime becomes smooth, empowering, and actually exciting.
But SFE To-Go isn’t just convenient for students, it’s a game-changer for schools. The app helps streamline lunchroom operations, cut down on waste, and support more personalized meal planning. Whether it’s ordering breakfast from the bus, customizing lunch between classes, or grabbing a snack after school, SFE To-Go brings food service into the modern era.
It’s not just mobile ordering, it’s food freedom, SFE-style. Where nutrition meets innovation, and every student gets to feel like a lunchtime hero.
Breakdown
We modernized Monty with a fresh illustration style and a vibrant color palette, creating a look that felt current and exciting for today’s elementary schoolers while still honoring the character kids already loved. But the refresh wasn’t just visual. We strategically wove in SFE’s core differentiators, chef-led, scratch-made meals and a fearless appetite for innovation, through storytelling and tone. We created a comic-inspired world where Monty and friends became lunchtime heroes, turning the brand into a kid-first narrative experience. Every design decision, from custom characters to bold messaging, served a greater purpose: to differentiate SFE in a crowded, stale category. We shifted the tone to be irreverent, playful, and full of joy. "All YUM, no corporate snooze". Connecting with kids on their level and making the brand memorable. The result is a brand that doesn’t just look better, it acts different, positioning SFE as the boldest, most engaging name in K–12 foodservice.