Faith of errors: in a first version of this news was that “The Fine Spanish Olelette” was the new Martinuca tagline. However, this will only be used in activations oriented to the international public. The slogan of the brand is “eat well, take care of yourself.”

Martinucathe brand of potato tortillas at home, has initiated a new stage that has materialized in a work of repositioning, rebranding and reconceptualization with which the brand aspires to boost its growth both in the national market to international already gain presence among the options of consumers.

“Today you see us different. But we are still Spanish omelette. Fine. Golden We are. Comforting. Welcome to the new Marti. Eat well, take care of yourself”, They have pointed out from the brand in recent days, by sharing with their community the new visual identity. The company has worked on its platform and brand universe throughout the last year in collaboration with the creative study Selele Studio, Responsible for visual identity.

The intention of repositioning, as explained from the brand to Reason.WHYis to contribute to the mission of the Martinuca to drive “Premiumization” and raise the perception and experience of the potato tortillaoften a product disgusted and associated with popular gastronomy. In addition, the rebranding also seeks to connect the brand and its product with the new generations.

As Dani M. Durán, director of Creative Strategy at Martinuca, has shared through LinkedIn, the challenge facing the was from the Era brand of professionalize the concept of business, narrative and identity Once the product has been validated and standardized. The intention of the process has been to consolidate a concept of monoproduct restoration with aspirations to compete with others as settled as hamburger or pizza.

The reposition has been reinforced around three main attributes: the Spanish origin of the product, but away from clichés and looking for sophistication; the familiarity, versatility and nutritional quality of the product and its comforting character; and the Experience “Efortless“And its impact on the well -being of consumers. All this is concentrated around the promise” to eat at home at any time of day feeling well “, which has long been expressed in the brand slogan” eat well, take care of yourself a lot. ”

However, the brand has developed a tagline, “The Fine Spanish Omelette.” that the brand will use this summer in its presence in Ibiza and Formentera to approach the international tourist. The phrase is a reflection of the company’s expansion ambition, which as they transfer to this medium, already works in its jump to new markets for the year 2027.
La Martinuca, who currently operates in Madrid and Barcelona, ​​is also working on its expansion to provincial capitals throughout this year and the next.

“Our purpose is to make Spanish tortilla eternal and worldwide, to turn it into a cultural icon as pizza is today. ‘The Fine Spanish Omelette’ allows us to bring this product so our global audience, especially during our summer season, when Spain inspires the world with its lifestyle“, says Christopher Aguilar Cuenca, how of Martinuca, in statements to Reason.WHY. “And even if that is an expansion engine, we are still faithful to our essence: eat well, take care of yourself”

Martinuca’s new visual identity

The new visual identity of the brand is an evolution with respect to the previous one. As explained from Selele Studio, the new image has sought the balance between warmth and sophistication, creating a redefined and clear aesthetic that moves versatility beyond the main product of the brand.

It is precisely the tortilla that has articulated the personality of the new logo, which evokes “yamosidad” of the product through small design details, noticeable in the representation of the point of the IO the approach between the letters Ry t. The study points out that the logo respects the gastronomic tradition while helping to build a modern and vibrant character.

The new identity is committed to a palette based on the dark blue and complemented with a yellow off, a red tile and the white color. The typography of the logo is the free Serif A breakdown, and is accompanied by Hina Micho.
The image also includes a own iconographic system that also relies on the texture of the product, but that is aligned with the sobriety of the logo.

In addition, he has also worked with the Plutarco architecture study in the design of more contemporary and comforting spaces.