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Executive Dining


Atomicdust helped corporate foodservice operator Executive Dining rise above the competition with new branding, marketing materials and website design.

Keeping Business on Course

Executive Dining got their start delivering lunch to wartime factory workers out of food trucks. Today, Executive Dining builds, staffs and operates onsite foodservice operations for large corporations in St. Louis and beyond. That means lunch, of course, but also catering, coffee and vending services.

Their Fresh Approach

Executive Dining already had a fresh approach to foodservice – working with an in-house dietitian to choose the freshest ingredients and educate clients on healthy eating habits. But as they looked to expand to bigger markets, they needed a cohesive, sophisticated brand to match the kind of quality they bring to clients.

A New Brand System

The clean, black-and-white logo and classic typefaces add sophistication to the Executive Dining brand, while hand-drawn elements and a warm secondary color palette provide a human touch. We even trained Executive Dining’s team on the tools they’d need to put their new brand system into action.

It’s Not Just About Food

Executive Dining chief executive Greg Chiles said it best: “This is about helping people be their best.” A two-day, on-location photo shoot at Executive Dining’s offices and cafes helped us capture their employees in action. The new photography is used across marketing materials and the web.

Bringing It to the Web

The new Executive Dining website introduces their friendly approach, avoiding the typical B2B bullet points and price comparisons. New brand elements like hand-drawn illustration, icons and photography elevate the visual look. And friendly (and frequent) calls to action encourage lead generation.

Even More to Come

Since the launch of the new brand, we have already helped Executive Dining roll out the new brand on brochures, proposals, sales materials and on menus and signage in onsite cafes.

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