Food Service Consultants
Since 1985, Food Service Consultants (FSC) has served communities with fresh food and warm hospitality. The brand has become St. Louis’ foodservice company, ready to serve with food and events worth remembering. Dig in to learn how Paradigm became FSC’s partner in B2B food industry marketing, redefining them through branding and agile website development.
Role
- Website Design
- Website Development
- Brand Positioning
- Copywriting
Industry
- Catering + Events
Challenge
If you went to school in the St. Louis area, there’s a good chance your daily lunch was prepared by FSC. The company got its start managing local school lunch programs, but quickly expanded to serve senior living communities, healthcare facilities and corporate cafeterias.
FSC approached Paradigm for food industry marketing during a time of exciting growth and change within the company. Between a new event catering vertical and a greater emphasis on culinary creativity, there was a lot to celebrate. The FSC team tasked us with capturing this new chapter in their story and translating its essence into a new brand identity system. As their b2b web design agency, our agile website development team took the reins on their new online platform.
Brand Identity
Our creative team approached FSC’s logo design from a number of angles. After all, food plays a multitude of roles in our lives. It can be subtle and dignified, like a plated dinner at a wedding — or quaint and casual, like concessions at a high school homecoming game.
We felt that FSC’s logo needed an added level of flexibility to fit seamlessly across all future food industry marketing.
We moved forward with an embellished lettermark featuring the F-S-C initials. The “S” form dovetails into a styled leaf, perfect for any meal, anytime. We paired the logo with a color palette of leafy greens and light sages — signaling the freshness of their food and trustworthiness of their brand. And we rounded out the brand’s identity with a serif typeface that brings a sense of sincerity to this service-oriented brand.
Agile Website Development
Paradigm’s agile website development team looked at FSC’s new website the same way you would a restaurant: if you’re not hungry when you walk in, something’s wrong. To that end, we embraced food photography that showed off the creativity and passion of the experienced FSC culinary team. To further our food industry marketing strategy, we also used shots of individual ingredients — add pops of bright color that mirror the experience of plating a dish.
As FSC’s b2b web design agency, we crafted their website with a full-screen navigation that allows for quick access to all the company’s services. It also helped give equal weight to both sides of FSC’s business: the classic foodservice management and the fast-growing event catering services.
Through agile website development, Paradigm advanced the goal of repositioning FSC as a friendly, local partner for all things food. And as you browse the new website, you’re sure to find your next craving and fulfill it.
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