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“For more than 20 years Sandbox has been there to grow with us every step of the way”

Jim Garand – National Program Manager


  • National Weekly Flyer Design
  • Promotional Ideation and Creative
  • Logo Design
  • Website Design and Maintenance
Sobeys Wholesale approached Sandbox to be the strategy, creative, and design team for their grocery and convenience business. One of the largest needs was to design weekly flyers and promotions for both their grocery and convenience store customers. As one of the other many needs Sandbox fulfills for Sobeys on an ongoing basis, Sobeys requested an updated Family Foods logo for its independent grocery banners throughout Western Canada. They required a logo that would accurately represent their company, culture, and the goodwill associated with their grocery products and services, with the mission of breathing new life into the brand.

Today Sandbox supports Sobeys Wholesale with an account and design team that acts as an extension of the Sobeys family. To further align with Sobeys’ needs, Sandbox created a proprietary database for all products supplied by Sobeys and builds flyers for three grocery banners in multiple pricing and product offering zones across Canada.

To update the logo, Sandbox’s approach for the Family Foods’ logo challenge was to create something fresh and new, without sacrificing authenticity. Sandbox decided to first address what was working and what wasn’t with the existing logo. Keeping the sun icon from the previous design, Sandbox streamlined and updated the graphics to a more contemporary design, revitalizing the tired logo to a more youthful and fresh appearance without a major makeover.


The Sobeys leadership team was thrilled with the new Family Foods logo and quickly implemented it nationwide, including store graphics, flyers, and signage.

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