Sodexo and design agency, Without are celebrating double success at the DBA Design Effectiveness Awards this week for Modern Recipe, one of the company’s biggest global brands.
Modern Recipe was awarded gold and the overall Grand Prix title, the highest accolade at the DBA Effectiveness Awards.
The awards were established to celebrate and prove how powerful partnerships between clients and designers can be. The global award scheme recognises wide-ranging examples of design across all sectors and disciplines.
Modern Recipe was launched in 2018 with the objective to create something new, brave and refreshingly different in workplace dining. The challenge was to reframe thinking around the traditional workplace canteen and to create a concept which would appeal to modern professionals.
The team choose to work with Without because of their consumer understanding and record of creating bold ideas.
The Modern Recipe brand was developed around a simple proposition: Contemporary food + Creative spaces = Thriving workplaces. This is our Modern Recipe.
The brand has been a key element in Sodexo’s success in winning new business in target sector, cross-selling to current clients and driving better onsite revenues.
Modern Recipe remains at the core of Sodexo’s food offer and has recently been reimagined with the addition of digital ordering, to ensure the brand stays relevant as organisations adapt to new hybrid and flexible work models.
Philip Koh, Director of Strategy at Without said, “Sodexo didn’t want us just to design a logo, but to think about the entire experience of the brand - from philosophy, to service style, to interior spaces, to marketing. Together with Sodexo, we showed that strong ideas coupled with design and energy can transform businesses.”
Adrian Evans, Food Transformation Director for Sodexo Corporate Services added,
“When we first created Modern Recipe it felt very different and really gave us traction in our market. It has been, and remains, a key brand in our portfolio and we’ve seen a consistently great response from clients and consumers. We’re really proud of this award, which reflects our strong focus on creativity, consumer-focus and commercial acumen – and our ability to combine these to successfully grow our business.”