Bringing a Mission-Driven Food Brand to Life

Sandridge Crafted Foods partnered with CIULLA ASSOC to create and launch Simply Crafted—a new retail brand offering premium, ready-to-eat meals made with clean ingredients and a clear mission: to support the families of fallen and disabled service members through its partnership with Folds of Honor.

From initial strategy through execution, we helped build a brand that’s both heartfelt and retail-ready.

Strategic Brand Positioning: Simple, Honest, and Impactful

We positioned Simply Crafted to stand apart in the refrigerated foods category by combining culinary craftsmanship with social impact. The brand speaks to consumers seeking quality and purpose, offering chef-prepared meals that are thoughtfully made and easy to enjoy, while giving back to a meaningful cause.

The result is a clear, emotionally resonant promise: Simply Crafted. Powerfully meaningful.

Design That Connects at Shelf

CIULLA developed a full packaging system for Simply Crafted’s line of sous vide proteins and soups. Designed to communicate freshness, ease, and integrity, the packaging features:

• Clear product hierarchy for quick navigation

• Warm, approachable aesthetics

• Messaging that highlights the Folds of Honor partnership

The flexible design architecture allows for seamless line expansion while maintaining a strong, cohesive brand presence across formats and channels.

Visual Identity & Photography That Reflect Real Values

We crafted a visual identity that balances culinary confidence with emotional warmth. The brandmark and design system reflect handcrafted quality and American pride—simple, modern, and versatile.

To support launch materials and in-store presence, we also art-directed a suite of photography in partneship with Stephen Hamilton Productions that showcases Simply Crafted’s food in a natural, appetizing way. The imagery feels honest and inviting, supporting both quality and mission messaging.

Brand Consistency & Growth

We delivered a comprehensive brand guide to ensure consistency across future packaging, marketing, and digital assets. This foundational tool empowers internal teams and partners to maintain alignment as the brand grows and evolves.

From Concept to Cart: A Successful Brand Launch

Simply Crafted now stands on shelf as a brand that nourishes both families and futures. With every purchase, consumers support scholarships for the children and spouses of America’s heroes, a message that resonates deeply in today’s purpose-driven marketplace.

This launch reflects CIULLA ASSOC’s strength in building strategic, emotionally intelligent CPG brands that connect with consumers and deliver results at retail.

Let’s Build Something Meaningful.

Whether you're launching a new product or refreshing a legacy brand, we help bring bold ideas to shelf—beautifully and strategically.