
Rebranding Sandridge Crafted Foods: Elevating a Legacy of Culinary Excellence
SANDRIDGE CRAFTED FOODS | CORPORATE IDENTITY
Repositioning a foodservice leader and culinary expert in North America, providing premium salads, soups, sauces, proteins, and desserts.
Challenge: Refresh a Foodservice Leader for Future Growth
For decades, Sandridge Crafted Foods (SCF) has been a leader in B2B fresh food manufacturing, known for its commitment to quality, innovation, and chef-crafted excellence. However, as the food industry evolved, the company’s brand identity and messaging had become outdated—lacking the vibrancy and innovation that defined their products.
To continue attracting new business partners, top culinary talent, and future generations of leadership, Sandridge needed a modernized brand strategy that would:
Reposition the company with a fresh, craft-inspired identity
Strengthen employer branding to attract top talent
Develop a visual & verbal system that reflects their culinary craftsmanship
Unify branding across physical environments, sales materials, and digital platforms
CIULLA ASSOC was enlisted to help redefine and reinvigorate the brand, ensuring it aligned with SCF’s future vision while staying true to its heritage of excellence.
Our Approach: A Strategic Brand Transformation
Through our Brand Manifesto Process, we conducted an in-depth brand strategy overhaul, ensuring that the new identity would resonate across leadership, employees, and industry partners.
1. A Strategic Name Change to Strengthen Brand Equity
After conducting cross-functional leadership interviews and collaborative ideation, we helped transition the company’s name from Sandridge Food Corporation to Sandridge Crafted Foods (SCF) in 2023.
The new name emphasizes the handcrafted, chef-driven approach that defines SCF’s fresh food innovation.
2. A Revitalized Visual Identity Rooted in Craftsmanship
We introduced a chef-inspired “smear” element into the logo—symbolizing culinary artistry, precision, and expertise.
The refreshed brand identity now reflects SCF’s commitment to quality, innovation, and premium food manufacturing.
3. Bringing the Brand to Life Across Key Touchpoints
The new brand identity was implemented across multiple channels, reinforcing consistency and impact:
Corporate environments & campus branding
Fleet graphics & delivery trucks
Trade show artwork & marketing materials
Sales enablement tools & presentations
Employer branding & recruitment campaigns
Results: A Stronger Brand Position for Future Growth
Following the rebrand, Sandridge Crafted Foods now has:
A modern, unified brand identity that reflects its culinary innovation and premium positioning.
Stronger employer branding, helping attract top food scientists, chefs, and industry experts.
Enhanced brand recognition at trade shows, with updated visuals making an immediate impact.
A scalable brand foundation that will support the company’s reputation and growth for generations to come.
The Takeaway: The Power of a Thoughtfully Crafted Brand
For legacy food manufacturers like Sandridge Crafted Foods, a strong brand identity is essential to maintaining market leadership, attracting talent, and fostering business growth. By modernizing SCF’s brand, CIULLA ASSOC helped create a fresh, compelling visual and verbal system that aligns with both tradition and innovation.
Let’s Transform Your Brand for the Future
At CIULLA ASSOC, we help food & beverage brands redefine their identity and stand out in competitive markets. If you’re ready to elevate your brand’s impact, let’s talk.