The Relationship

The relationship with the Wald family began nearly 20 years ago with Thompson Food Distribution, one of their earlier ventures. What started as a small project for their school food service program grew into a creative partnership that spanned multiple companies and milestones. From designing playful calendars and custom board games to developing a unified brand for their new food manufacturing business, this journey has been one of the most complex and rewarding experiences of my career.

The Challenge

After selling their three distribution companies to a national corporation, the Wald family shifted focus to food manufacturing. They faced a unique challenge: their new venture lacked a name, identity, and cohesive brand to unite their diverse manufacturing efforts. As someone who had worked closely with the family for over a decade, I was invited to help create a brand that would reflect their values, vision, and legacy.

The Work

Our work began with naming the company. After thoughtful discussions and creative exploration, the name Wald Family Foods was chosen—a tribute to their heritage and family values. The logo became the cornerstone of the brand, featuring a bold “W” with a hidden number 21, a nod to the family’s retired jersey number, worn proudly by multiple generations.

The branding process was as ambitious as it was collaborative. We developed everything from a product catalog and website to signage, motion graphics, and even a tradeshow booth equipped with a working kitchen. Photography sessions spanned weeks, capturing over 40 soups, pizzas, breads, and more, ensuring every detail aligned with their premium image.

The scale of the project required assembling a team to execute the vision, but the creative direction, strategy, and leadership all stemmed from my partnership with the Wald family. Together, we built a brand that not only represented their business but also their identity and story.

The Results

The launch of Wald Family Foods marked a new chapter for the Wald family. The brand resonated with their customers and industry peers, positioning them as a leader in food manufacturing. The bold and cohesive identity provided the foundation for everything they would go on to achieve.

Beyond the tangible results, this project represented the evolution of a partnership. From small, quirky projects like Mr. Sips to the creation of an entire brand, my relationship with the Wald family has been defined by trust, collaboration, and a shared commitment to excellence.

The Takeaway

Wald Family Foods is more than just a brand—it’s a legacy. This case study reflects not only the scope and complexity of the project but also the importance of relationships in creating meaningful work. It’s a reminder that great ideas come to life when creativity is paired with trust and shared vision.