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Ruiz Foodservice | Brand Strategy + Identity

Laying a Bold Framework for Success

the IN take

A robust brand foundation serves as the bedrock upon which a company’s identity, values, and messaging stand. It is the cornerstone that shapes how a business is perceived by its audience, fostering trust, recognition, and conversion. A strong brand foundation not only distinguishes an organization from its competitors but also guides internal decisions, aligns teams, and drives strategic decisions.


When we began working with Ruiz Foodservice, their brand identity and voice needed to be built from the ground up to better communicate their value as a trusted partner. We went on a journey of discovery to unlock powerful differentiators and white space.


Leveraging our Brand INvent process, we established a coherent and compelling brand foundation to communicate their purpose, build lasting connections with customers, and navigate the dynamic foodservice landscape.


Competitive research

Whitespace mapping

Brand guidelines

Tagline creation

Insights discovery

Identity refresh

Elevating a Trusted Brand

Ruiz Foodservice has an incredibly strong business in C-stores and foodservice, plus they offer robust equipment and merchandising programs along with analytics and insights. However, their brand identity and voice needed to be rethought to better communicate their value as a trusted partner.

Bold Flavor Makes Life More Vibrant

As a first step, we needed to dig deep to determine their authentic, ownable brand position and voice to communicate the unique value they bring to customers. “Moving bold flavor forward” conveys the benefits Ruiz Foodservice offers: on-trend product innovation, strategic insights, valuable support, and more.

Enhanced Logo and Brand Visuals

The clean, differentiated logo we created sets Ruiz Foodservice apart from its retail counterpart while the colorful pallet, vibrant patterns, quirky icons, and bright, appealing photography communicate the deliciously bold choices available.

Our new branding and identity feel cohesive and grounded, plus the visuals convey the excitement, authenticity, and energy we’re known for. We were all very pleased with the work, and our customers have definitely taken note.

Sandie Deas Ray, Vice President, Foodservice Marketing and Data Analytics at Ruiz Foods

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