Food Service Consultants

Who’s hungry?

Since 1985, Food Service Consultants (FSC) has served communities with fresh food and warm hospitality. FSC planned to fill more plates throughout St. Louis — but first, it needed to reimagine its approach through branding, website development and food industry marketing.

Fresh. Savory. Creative. That’s FSC.

CHALLENGE

If you went to school in the St. Louis area, there’s a good chance FSC prepared your lunch. The company started by managing local school lunch programs but quickly expanded to serve senior living communities, healthcare facilities and corporate cafeterias.

Between a new event-catering vertical and a greater emphasis on culinary creativity, FSC’s evolution had been consistent. But its approach was less so. It needed marketing for food service that would celebrate offerings and cement new partnerships.

SOLUTION

Paradigm transformed FSC’s latest chapter of growth into a comprehensive brand identity system. But we took it one step further. We stepped in as FSC’s B2B web design agency, creating a brand experience reminiscent of a full plate: fresh, inviting and fulfilling.

Brand Identity

Our logo design remained fluid, honoring the fact that food plays a multitude of roles in daily life.

Food can be subtle and dignified, like a plated dinner at a wedding, or quaint and casual, like concessions at a high school homecoming game. The FSC team stays flexible to accommodate this range of events, so we decided its logo and subsequent food industry marketing needed similar versatility.

Our designers started simple, crafting an embellished lettermark featuring the F-S-C initials. The “S” form dovetails into a stylized leaf, which pairs well with a color palette of leafy greens and light sages. We finished the logo with a serif typeface that brings a sense of sincerity to this service-oriented brand.

When taken together, this approach to marketing for food service signaled the freshness of FSC’s food and the trustworthiness of its brand.

“The rebranding has made us more recognizable and aligned with our values, helping us to stand out in a competitive market.”

Scott Phillips and Susan Parisi

Website Development

We looked at FSC’s new website the same way you would a restaurant: if you’re not hungry when you enter, something’s wrong.

To that end, our food industry marketing team embraced photography. Photos of finished meals effectively showcased the creativity of FSC’s culinary team. But our design pulled back the curtain further, using shots of individual ingredients to mirror the experience of plating a dish.

Through messaging, our team positioned FSC as a friendly, local partner for all things food. Content emphasized the significance of food for each audience — framing it as a way to conjure a smile from a senior, power a student’s brain or impress a guest.

From there, our B2B web design agency built a functional, public-facing website. Notably, we included a full-screen navigation system to provide instant access to all FSC services. This choice ultimately gave equal weight to both sides of the business: traditional food service management and fast-growing event catering services.

“Paradigm has been instrumental in helping us address challenges through their expertise in technology and website development. They created a modern, user-friendly website that improved our online visibility and streamlined communications with clients.”