Upper Crust Food Service

Press

Outstanding Branding →

One of the largest food service providers in America—especially within Greek life—partnered with Hoot Design Co. to modernize their brand while staying true to their legacy. The challenge was to differentiate them in a crowded market while preserving the excellence and reliability that built their reputation. We developed a refreshed visual identity centered on a logomark that nods to their original chef hat while adding a more human touch: the base subtly forms both a smile and the letter “U.” The warm greens and earthy tones in the palette emphasize freshness, care, and authenticity, echoing their philosophy of Approachable Excellence. The result is a brand that balances professionalism with genuine connection, confidently reflecting Upper Crust’s ability to deliver at scale while always feeling personal.