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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 a large number of 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, which also breathed 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 time zones across Canada.

To update the logo, Sandbox’s approach for the Family Foods’ logo challenge was to create something fresh and new, without losing any of Sobeys’ authenticity and loyal customer base. Sandbox decided to first address what was working and what wasn’t with the existing logo. Keeping the sun icon from the previous design, we streamlined and updated the graphic treatment to a more clean and contemporary design, so that the Family Foods’ logo felt less dated and more youthful. By brightening the color palette to ensure a friendlier, fresher look and feel, Sandbox revitalized its look, without a major makeover.


The Sobeys leadership team was thrilled with the new Family Foods logo results and quickly implemented the new logo nationwide, including updating their imagery in stores, flyers, and signage

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Sandbox Brand Marketing

The Brand Revitalization Experts