Hospitals, universities, offices… some of our most important workplaces often have the most uninspiring food environments.
Without were commissioned by Sodexo to reimagine corporate catering around the world, reestablishing canteens as vibrant, valuable assets. The result – Modern Recipe – has reshaped a business. 45% increase in utilisation. 13% increase in average transaction value. Launched in Europe, the brand has since been rolled out in over 300 sites across the US and won the Grand Prix at the DBA Design Effectiveness Awards.
Catering brands typically focus on the corporate client. But with staff increasingly distracted by the high-street, we argued that success began with the end customer.
Built around today’s professionals, Modern Recipe brings the high-street into work, transforming under-used corporate canteens into buzzing, multi-purpose spaces where colleagues can meet, work and relax over food and drink throughout the day.
- uplift in sales at Diageo pilot site
- increase in dining rates at AstraZeneca
- increase in transaction value across all sites
To make food-at-work relevant again, Without evoked the language of best-in-class urban F&B brands: relaxed, generous, natural, show-don’t-tell. Like the food, the identity feels artisanal, simple, and something you want to be around every day.
The logo roundel (using Berlingske Stencil by Playtype) acts as both mark of quality and to represent gathering around a table, while display typography (Berlingske Serif) evokes refinement and craft. Core colours of dark green and white, emphasise the healthy, sustainable aspects of the brand and are complemented by a palette of summery accents for use in seasonal campaigns.
Social at heart
There’s a reason why great ideas get written on napkins. Because we’re at our best when we’re at ease, in good company, eating well.
Modern Recipe is a strong brand with a light touch, adaptable to different sectors and locations, striving to bring people in and to bring a smile. Be welcoming, positive and inclusive. Celebrate community and the shared experiences food inspires.
Food that inspires all day, everyday, whatever your mood. Food that is quotidian, simply a part of your life. These values (health, sourcing, provenance, flexibility) are reflected through a system – from fresh, alfresco-inspired art direction, to stripped-back signage – that complements a variety of branded environments and deconstructs into a simple kit of parts for easy application.
Without conceptualised interiors with productivity in mind. From the layout of flexible all day spaces that encourage collaboration (and another flat white), to the specification of natural outdoor materials for a sense of well being. Wayfinding, point of sale, packaging and signage were all designed for clarity and impact, as functional and effective as the highstreet.