Southwest Food Excellence

Southwest Foodservice Excellence (SFE) set out to evolve their brand, modernizing their presence without losing what makes them beloved: Monty the Mongoose, their iconic, kid-favorite mascot. Our strategic challenge? Elevate Monty and the brand experience while clearly differentiating SFE as the bold, innovative leader in K–12 foodservice.

We reimagined Monty with a modern, high-energy illustration style and a vibrant color system designed to resonate with elementary-age students. The updated identity stayed playful and approachable, but with sharper visual appeal, ensuring the brand felt both refreshed and authentically familiar.

Beyond visuals, we leaned into SFE’s core differentiators. Chef-led operations, scratch-made meals, and a fearless commitment to innovation (yes, school food trucks and mobile ordering are real). We embedded these traits into a dynamic brand story that positioned SFE not as just a lunch provider, but as a disruptor in school dining.

Enter: a comic-inspired world where Monty and friends became the flavorful heroes of lunchtime. Each character was purposefully crafted to communicate key brand values in a way that’s memorable, emotionally engaging, and unmistakably kid-friendly.

ROLE

Brand Strategy

Art Direction

Visual Identity

Illustration

The result was a brand that doesn’t just look different, it behaves differently. It speaks directly to students with bold personality and real purpose, reflecting a foodservice company that shows up every day with heart, humor, and a whole lot of flavor.

Problem Framing & Strategic Intent

Southwest Foodservice Excellence (SFE) had a beloved brand character, Monty the Mongoose, but an outdated identity that no longer matched their bold, innovative approach to K–12 food.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

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.

Campaign in the Wild

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.