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.

Sandridge Crafted Foods brand identity—modern, clean logo design and visual elements reflecting quality, freshness, and artisanal food craftsmanship.
Sandridge Crafted Foods brand swag—tote designed with vibrant food photography and clean, modern typography.
Sandridge Crafted Foods fleet graphics—bold, eye-catching vehicle wraps reflecting the brand’s fresh, handcrafted food products on the go
Sandridge Crafted Foods brand collateral—brochures, flyers, and menus designed with vibrant food photography and clean, modern typography.
Sandridge Crafted Foods environmental signage—modern and inviting designs promoting the fresh, artisanal nature of the brand in physical spaces
Sandridge Crafted Foods brand identity—modern, clean logo design and visual elements reflecting quality, freshness, and artisanal food craftsmanship.
Sandridge Crafted Foods brand collateral—brochures, flyers, and menus designed with vibrant food photography and clean, modern typography.
Sandridge Crafted Foods website design—clean, user-friendly layout with vibrant food photography and engaging content for an authentic brand experience
Sandridge Crafted Foods environmental signage—modern and inviting designs promoting the fresh, artisanal nature of the brand in physical spaces
Sandridge Crafted Foods environmental signage—modern and inviting designs promoting the fresh, artisanal nature of the brand in physical spaces
Fresh, vibrant food photography employer branding campaign for Sandridge Crafted Foods—showcasing premium, handcrafted dishes made with quality ingredients

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 However, as the food industry evolved, the company’s brand identity and messaging had become outdated—lacking the vibrancy and innovation that defined their products.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.