Background / Challenge:
Founded in 1941, Southeastern Mills is a family-owned food company best known as the makers of Better Than Bouillon and Louisiana Brand Hot-Sauce. From their humble roots in Rome, GA, Southeastern Mills now operates six manufacturing facilities across the country and serves customers across the globe. After years of acquisitions beyond their heritage business and an increased focus on international markets, Southeastern Mills approached WANT in need of a branding partner to rebrand the business to enable continued growth and evolution.
For 3 months, we worked with Southeastern Mills’ executive team to rebrand, redefine, and strategically position the business. We quickly got to work completing competitive audits, visiting manufacturing facilities, and conducting executive interviews that would serve as the foundation for the rebrand.
After working our strategic, collaborative naming process, the name Summit Hill was chosen. The name implies the height of quality – along with a subtle reference to the hills of Rome, GA. The brand positioning idea ‘Together, Extraordinary’ was chosen to solidify the importance of partnership and teamwork across their business.
The logo we created supports pays homage to the company’s history by displaying the 1941 founding. Additionally, the symbol subtly references the company’s 8 elements of a high-performing workplace while simultaneously displaying the ‘S’ for Summit Hill.